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