IDEAS home Printed from https://ideas.repec.org/a/pal/jintbs/v46y2015i3p381-389.html
   My bibliography  Save this article

Consumer ethnocentrism: Reconceptualization and cross-cultural validation

Author

Listed:
  • Piyush Sharma

    (School of Marketing, Curtin Business School, Curtin University, Bentley, Australia)

Abstract

Consumer ethnocentrism (CE) is a popular construct in international marketing research and is generally measured using the CETSCALE, a reliable scale with proven predictive validity but with limited evidence about its construct validity, dimensionality and cross-cultural measurement invariance. This note addresses these gaps by reconceptualizing CE as an attitude construct consisting of three dimensions: (1) affective reaction, (2) cognitive bias and (3) behavioral preference. A revised CE scale (CES) is developed and tested using two empirical studies with adult consumers from four different countries (China, India, UK and USA), showing that CES is a reliable, valid and cross-culturally invariant scale and it explains greater variance than the CETSCALE and other similar scales, in customer evaluations and behavioral intentions for a wide range of products and services.

Suggested Citation

  • Piyush Sharma, 2015. "Consumer ethnocentrism: Reconceptualization and cross-cultural validation," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 46(3), pages 381-389, April.
    • Handle: RePEc:pal:jintbs:v:46:y:2015:i:3:p:381-389
    as

    Download full text from publisher

    File URL: http://www.palgrave-journals.com/jibs/journal/v46/n3/pdf/jibs201442a.pdf
    File Function: Link to full text PDF
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: http://www.palgrave-journals.com/jibs/journal/v46/n3/full/jibs201442a.html
    File Function: Link to full text HTML
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jintbs:v:46:y:2015:i:3:p:381-389. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave-journals.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.