Relationship between Brand Personality Perceptions and Ethnocentric Tendencies: An Application on LEVIS and MAVI JEANS

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Brand image and brand perception comes to the fore in marketing, along with the affinity and differentiation of products has become important. The concept of brand personality is becoming important when considering the contribution of differentiation besides strengthening the brand image and perception of the concept. On the other hand, the effect of cultural values on product and brand preference also cannot be ignored. Ethnocentric tendencies are also important in the context of cultural values. In this study, it is examined that if there is a relationship between the consumers’ brand personality perception and ethnocentric tendencies or not.Brand personality perceptions are measured by the brand personality scale which is develop by Aksoy Özsomer (2007) and Shimdt Sharma (1987)’s CETSCALE is used for measuring etnhnocentric tendencies. The survey results showed that consumers perceieved the research brands different according to the original brand personality scale that is used in the study. It is understood that there is a significant relationship between consumers’ brand personality perceptions and their ethnocentric tendencies.

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Brand personality , consumer ethnocentrism , buying behaviour

Ege Academic Review (EAR)

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Ege Academic Review (EAR)