This word has different affects on people from different parts of the world. For example Central and Western Europeans tend to feel fear towards Turkish folks since ottoman armies proceeded to the doors of Vienna. Italians used to scare their kids saying Turks coming. Easter Europeans are more comfortable with Turkish things especially Turkish food since they have lived closed with Turks for 600 years, they have gotten to meet the Turkish culture more closely.
Whereas North Americans don't even know where the Turkish land is and how many Turkish people live on earth (350 millions across a number of Turkic countries including the ones close to Russia) the rest of the world generally very fond of Turkish everything especially Turkish ways, Turkish humanism, Turkish civil code which tends to protect the weak and fight against the bullies.