Research Information System
Asian Journal of Business Research, vol.15, pp.105-124, 2026 (Scopus)
National stereotypes refer to simplified and generalized beliefs about the traits and behaviors of people from a specific country, whereas country brand image reflects the overall perception of a nation, including its culture, values, and products. Both constructs play a pivotal role in shaping consumer behavior, tourism preferences, and international engagement. This study investigates the impact of Turkish cultural product consumption on consumers, visit intentions, purchase intentions, national stereotypes, and country brand image perceptions of Turkey. The research employs Structural Equation Modeling (SEM) to analyze the relationships among the variables. Data were collected through an internet-based questionnaire, with 865 valid responses analyzed using SPSS and Amos programs. The findings indicate that the consumption of Turkish art and heritage products significantly enhances consumers, intentions to visit Turkey and to purchase Turkish products. With regard of Turkish media products, it was found that they mainly influence visit intentions and have less impact on purchase intentions. However, all cultural products form national stereotypes and perceptions of Turkey, s country brand image, which in turn serve as a mediator in the relationship between cultural product consumption and consumer behavior. This study enhances our understanding of culture-based product consumption patterns, providing valuable insights into how cultural products shape consumer behavior and country brand image. Building on these findings, the current study also provides practical guidance for marketers, tourism professionals, and policymakers seeking to leverage cultural products to optimize country brand image, enhance demand, and increase consumer engagement in international markets.