natural advantage if local consumers are ethnocentric. This research work attempts to assess the ethnocentric behavior pattern of Azorean consumers regarding 40 Azorean brands. The results obtained from a 291 sample, show that Azorean consumers tend to buy Azorean brands. But only less than half of these consumers present characteristics of ethnocentric consume, what implies that local brands are losing their main advantage regarding global competitors. These are preliminary results of Azorean brands management which clearly needs a deeper analysis considering adding new dimensions such as price, Portugal ethnocentric values versus Azorean ethnocentric values, among others.