The Mediating Effect of Country Brand Image on the Relationship Between Commercial Diplomacy and Export Performance

Abstract

This study aims to examine the effect of commercial diplomacy on export performance and to demonstrate the mediating role of country brand image in this relationship. In the global trade environment, countries compete not only through economic capacity but also through their effectiveness in international relations. In this context, commercial diplomacy refers to the strategic use of diplomatic channels, such as foreign missions, to generate economic benefits and enhance firms’ access to international markets. The research was conducted through a survey administered to 259 participants working in Turkey’s export sector. Correlation, regression, and structural equation modeling analyses reveal that commercial diplomacy has both direct and indirect effects on export performance, with country brand image playing a significant mediating role. Based on these findings, the study recommends the development of more effective commercial diplomacy strategies through stronger public-private cooperation.