Evaluation of the relationship between consumer ethnocentric tendencies and brand personality perception: The case of TOGG and volvo

This study investigates the impact of consumer ethnocentric tendencies on brand personality perceptions. The research focuses on two automotive brands, the domestic TOGG and the foreign Volvo. The primary aim of the study is to determine how consumer ethnocentrism affects personality traits such as competence, excitement, traditionality, and androgyny in these brands. Findings indicate significant positive correlations between consumer ethnocentric tendencies and both the competence and excitement characteristics of the TOGG brand. This suggests that consumers with high ethnocentric tendencies perceive the domestic brand TOGG as more competent and exciting. On the other hand, as consumer ethnocentrism increases, the perception of competence in the Volvo brand decreases, although its traditionality increases. A negative correlation was found between TOGG's androgyny trait and consumer ethnocentric tendencies, while no significant correlation was observed for Volvo regarding this trait. This study demonstrates that consumer ethnocentric tendencies have a significant effect on the personality perceptions of both domestic and foreign brands.