The role of country image and ethnocentrism on the brand image: Peugeot example

It is known that in today's globalized world the brands are working hard to gain market share and strengthen their market share. The brand is one of the biggest assets of the company. The brand image is a term that describes how company is perceived by their customers. The brand image is influenced by several factors and the most importants of these factors are country image and ethnocentrism on the international markets.. The country image effects the image of the brand of that country. If the country has a good image, the images of the brands of that country is perceived as good. The ethnocentric thoughts of the customers can give direction also the perception of foreign brands. The customers who have etnosentric thoughts approach positively on the products and the services which were produced on their own country and projudice against foreign products and services due to economic reasons. In this survey, the quantative survey research was adopted and face-to-face survey method was used. The survey was generated to 400 participants. It has been searched that if country image of France and the French image and also ethnocentrism effect the image of Peugeot. If it is the case it has been searched how it effects the brand image of Peugeot. According to the results of the survey France image doesn't effect Special image of Peugeot product but it effects The market position of Peugeot product. But we see that ethnocentrism effects Special image of Peugeot product and also The market position of Peugeot product. Keywords: Country image, Brand image, Ethnocentrism, Peugeot, France