The Nature of Country of Origin Effect: Exploring COO Effect on Arçelik A.S.

Abstract

This paper examines the nature of the Country of Origin effect by exploring suggested options to enhance positive COO associations in consumers’ minds and offsetting negative COO impact on purchase decisions. The approach taken is a literature review with a comparison of Turkey’s white goods brand Beko Plc’s international growth and marketing strategies. This paper focuses on suggested international marketing strategies in order to increase the country image of Turkey as well as the brand image of Beko Plc. In the interest of achieving a sustainable growth in foreign markets and offsetting the negative consumers’ perceptions of products made in particular countries, organizations are in need of advanced quality management practices and applicable pricing policies that respond adequately to consumer needs.