The image of Turkey in the Hashemite Kingdom of Jordan

Abstract

In a world where global relations (Business conducts, tourism, export/imports, negotiations, investments, etc.,) are becoming more and more important, countries and its firms feel the necessity of understanding other countries perceptions towards them. One of the essential methods, is the country’s image in the outer world. And, country-of-origin, in the countries which are potential markets or partners is a critical variable of this image that was often ignored. On the other hand, the new developments in the world arena, especially in the Middle-East lead the world’s countries to race and try to win a share of this new settled and less turbulent market. Thus, Turkey, being one of the developing countries, should try to study its image, draw a clear picture of itself, and understand the countries which it has relations with in this market. This study aims to measure and assess similarity perceptions, attitudes, thoughts and impressions, all of which are suggested to compose the image of Turkey in Jordan (being one of the peer countries in this market). That is, the image of Turkey in the minds of Jordanian consumers. The measurement is based on a broad operationalization of the image of country rather than its products alone, and involves both quantitative and qualitative data. The image of Turkey in Jordan is explored on a sample of the Jordanian people. Based on the results, an overall picture of Turkey’s image is drawn. Finally, attitudes, and thoughts towards Turkey are found to be more favorable among Jordanians than Europeans.