(The Mediating Role of Consumer Affinity, Product-Country Image, and Product Judgements in the Impact of Country Image on Willingness to Buy)

Abstract

Purpose – The aim of this study, contrary to the studies in the literature, is to examine the effect of cognitive and emotional factors that can shape the relationship between the country image and the willingness to buy. In this context, it is aimed to examine the effect of the consumer affinity, which is defined as positive feelings that consumers can have in a foreign country, which as a new concept with limited literature knowledge, product-country image and product judgments. Design/methodology/approach – The survey form conducted within the scope of the research was shared electronically, and the participants were reached by using the sampling method. Data obtained with 308 usable questionnaires were analyzed using the Partial Least Squares Path Modeling (PLS-SEM), through the SmartPLS 3.2.9 program. Findings – According to the findings, it was seen that the country image in the minds of people to a specific country affects the image of the products produced from that country, consumer affinity, and product judgments. Besides, consumer affinity and product judgments have a positive effect on willingness to buy. Furthermore, there is a mediating effect of consumer affinity and product judgments on the relationship between the country image and the willingness to buy. Discussion – Consumers' perception of the image in their minds about a specific country shapes their beliefs and judgments about products produced from that country. The fact that the country image has a positive effect on willingness to buy requires that some considerations in terms of marketing managers, which the relevant strategies are independent from the product and their under the influence of macro factors. However, the image for products produced in a country may not always shape the purchase decisions of consumers. This may be a result of the changing image perception in the product categories. Findings that consumers feel close to a country and have positive emotions, and that this situation has a positive effect on their willingness to buy, are essential for understanding the emotional factors that affect consumers' decisions.