Ülke Marka Kişiliği: İsveç’te Türkiye Algısı

Abstract

This paper aims to determine how Turkey's brand personality is perceived by Swedish citizens. In this context, it is aimed to examine the relationship between Swedish citizens visits/non-visits to Turkey, demographic characteristics and country brand personality. In the study, the survey method was used from quantitative research techniques. The questionnaire was conducted with 396 respondents using the convenience sampling method. Factor analysis, t-test and ANOVA tests were performed to analyze the data. According to the results, Turkey's brand personality has been grouped under five dimensions as "Sincerity, Excitement, Competence, Sophistication, and Ruggedness". Moreover, country brand personality dimensions are perceived differently among participants.