DETERMINING THE IMPACT ON THE PERCEPTION OF BRAND EQUITY ON CUSTOMER EXPERIENCE AND ETHNOCENTRIC TENDENCIES OF A PILOT STUDY

Yıl 2017, Cilt: 28 Sayı: 83, 85 - 112, 25.12.2017

Serhat Dağlı , Sema Kurtuluş

Öz

companys slogged to compete with the strong multinational companys and they expose to the threat of staying
out of the game. The importance of the concepts of consumer ethnocentrism and customer experience are known
and consumers are exposed to the effects to change their habits or not. Another fact that to create the said effect
is the perception of brand equity. At this study, in which the perception of consumer’s brand equity is also
handled, the effects of costomer’s experiences and ethnocentric tendency to their perception of brand equity are
examined. In line with that main purpose, data are collected from coffee chain customers in Istanbul city. The
effects of customer experiences to the perception of brand equity are tested in both two chain groups. At the end
of the study, the result of customer experiences effected the perception of brand equity positively in both of the
two group of chain’s customers found and it’s detected that this effect is more in local chain customers than in
foreign chain customers. And the effects of consumer’s ethnocentric tendency to the perception of brand equity
effected significantly in a positive way whereas in foreign chain customers it’s not. Also it’s determined that
consumer’s ethnocentric tendency effect their experiences in a positive way and these effects do not differentiate
among chains finally, it’s determined that the levels of satisfaction of both chain customers effect their
perception of brand equity.
This study was based on a PhD. study by Serhat Dağlı, “Determining the Impact on the Perception of Brand
Equity on Customer Experience and Ethnocentric Tendencies of a Pilot Study” which was completed in Istanbul
University Social Sciences Institute Marketing Science Department.