Abstract:

In our present day, consumption phenomenon has gained national and international level, and turned into significant indicator that divides people's behavior, attitudes into certain groups and classes. In this classification, products, which produced in the country (country of origin), brand loyalty, consumer's perspective to domestic and foreign products (consumer ethnocentrism) become increasingly important. The aim of this study is giving the explanation of concepts of consumer ethnocentrism and brand loyalty by putting forward the relationship between them to determine the model. By this purpose, 356 individuals,18-year-old or above, were surveyed in Kuşadası, Aydın. As a result of the applied questionnaire, the ethnocentric levels of the participants were determined. 30,62% of the respondents participated in the survey have low ethnocentric tendencies and 69,38% high ethnocentric tendencies. On the obtained purposes, independence test was applied to hypotheses with SPSS 16.0 program. As a result of this analysis, claimed hypothesis were accepted. Thus, the consumers having low or high level ethnocentrism have had a significant difference according to commitment to the brand's attitudes towards proposals

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