The effect of brand personality, consumer ethnocentrism and country of origin on purchase intention: A research on Turkey and Kyrgyzstan

Nowadays, due to the rapidly developing and changing technology consumers face various products with similar features. In this competitive environment, brands try to differentiate themselves in the minds of the consumers by adding brand image and personality to their products. Enterprises that have successfully implemented product and brand differentiation strategies may encounter various obstacles in the overseas markets compared to locally based competitors. This study aims to determine the effect of Apple and Samsung mobile phone brand personality, consumer ethnocentrism and country of origin effect on purchase intention of Turkish and Kyrgyz consumers. After eliminating incomplete and inaccurate ones, total of 650 questionnaires (330 in Turkey, 320 in Kyrgyzstan) were found appropriate to be analyzed. The data obtained from the survey was analyzed by using SPSS Statistics 20.0. The analysis findings of the factors affecting the purchase intention of the consumers in both countries and recommendations for future studies have been provided at the end of the study.