The impact of brand image on consumer ethnocentrism and purchase intention in sports products

This study aims to examine the effect of brand image perceptions in sports products on consumers' purchase intention and ethnocentrism levels and to analyze the role of demographic factors (age, gender, education, income, employment status) on these variables. The study evaluated how functional, emotional and symbolic brand image are related to consumer behavior. Within the scope of the research, survey method was used by collecting data from 265 consumers and statistical tests such as t-test, ANOVA and correlation analysis were applied. The findings show that young consumers attach more importance to symbolic brand image (p=0.006), ethnocentrism decreases as the level of education increases (p<0.001) and the importance given to functional brand image increases (p=0.006). As the income level increases, functional brand image becomes more important (p=0.028), but ethnocentrism is higher in the middle income group (p=0.017). According to the correlation analysis, emotional brand image has a positive relationship with purchase intention (r=0.193, p<0.01), while there is no significant relationship between functional brand image and purchase intention (r=-0.015, p>0.05). The results provide important strategic clues for brand managers and marketers. Focusing on symbolic brand image in campaigns targeting young consumers may increase purchase intention. In addition, highlighting functional features for high-income consumers may affect brand preferences. Future research can test the generalizability of the findings by conducting similar analyses in different cultural contexts. Keywords: Consumer Ethnocentrism, Brand Preference, Purchase İntention