engleski

The overall image of Turkey among Croatian citizens

This paper is dedicated to country image construct, which has been a challenging area of interest to marketing scientists and professionals for years. It describes research on image of Turkey that was conducted among Croatian citizens. The objective was to analyze the active knowledge of Croatian citizens about Turkey and the effect of that knowledge on the perception of the image of Turkey. The first part of the paper provides a short overview of theoretical contributions. The second one describes methodology and results of the primary research. A convenient sample consisting of 838 Croatian citizens was surveyed. Turkey’s overall image was assessed. The estimated values of individual dimensions of Turkey’s image (for 18 dimensions of country image) were determined in comparison to the estimated importance of individual country image dimensions in general. The level of the respondents’ active knowledge of Turkey was analyzed by examining the content of their associations. The findings support previous researches that had proven the multidimensionality of the CI construct, and offer valuable information for both Turkish and Croatian marketers who are doing business, or are planning to internationalize business activities between Croatia and Turkey in the future.

country image; Turkey’s image; Croatian citizens

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