Analyzing the Direct Effect of Multidimensional Country Image on Purchase Intention: A Preliminary Study on Foreign Student in Turkiye

Abstract

The study examined direct effect of country image on purchase intention of Turkish product or service in the sample of foreign students. The questionnaire was developed by measures in literature and research was conducted by convenience sampling with foreign students living in Izmir City. In findings, multidimensional country image was confirmed and its seven dimensions were obtained. It was found out that country image explained 19.9% of variance in purchase intention. This study filled the gap by confirming multidimensional structure of Turkiye's country image and showed direct effects of country image on purchase intention in the foreign student sample.