The impact of perception of brand personality and effect of country of origin on consumer ethnocentrism: a case of Starbucks & Kahve Dünyası

Today, companies make various efforts in order to increase their brand values. Being able to create a brand personality in the minds of consumers is one of these efforts. In the purchasing stages of products, the country of origin could also constitute a criterion for purchasing decisions of consumers. In this study, where the influence of perception of brand personality and the factor of country of origin on consumer ethnocentrism is examined, data were collected from 323 people through the face-to-face questionnaire. As a result of various analyses conducted, scales were tested (Reliability and Factor Analysis) and relationships between the variables (Correlation Analysis) and effects (Regression Analysis) were examined. The questionnaire conducted on customers of Starbucks and Kahve Dünyası showed that relationships between dimensions of perceived brand personality and consumer ethnocentrism levels and the role of country of origin were found significant but poor. The result of multiple linear regression analysis indicated that only traditionality contributes in the regression model for Kahve Dünyası and the dimensions of competency and entertainment have a significant impact for Starbucks. A significant relationship was found between the levels of consumer ethnocentrism and "local preference", one of the dimensions of influence of country of origin, and this relationship was positive and close to medium level. Similarly, the result of regression analysis revealed that the preference for local products, one of the dimensions of country of origin, has a positive impact on ethnocentrism.