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Three Decades of Consumer Ethnocentrism Research: A Bibliometric Analysis

Author

Listed:
  • Ruturaj Baber
  • Yogesh Upadhyay
  • Prerana Baber
  • Rahul Pratap Singh Kaurav

Abstract

Consumer ethnocentric tendencies (CET) is a field of study that has developed a distinct identity among marketing researchers and practitioners. The construct has been used in consumer research for over three decades. This study uses two bibliometric methods to understand consumer ethnocentrism. The analysis reviewed 255 consumer ethnocentrism publications from the last three decades (1989–2020). The co-citation analysis revealed regional development and replication of consumer ethnocentrism research. Following that, the article used co-word analysis to determine the evolution of consumer ethnocentrism study themes. The research findings point to five research themes on consumer ethnocentrism, namely foundations, methods of measuring ethnocentrism, culture, managerial applications, and emerging trends. Finally, the study maps called for a future research agenda on consumer ethnocentrism.

Suggested Citation

  • Ruturaj Baber & Yogesh Upadhyay & Prerana Baber & Rahul Pratap Singh Kaurav, 2023. "Three Decades of Consumer Ethnocentrism Research: A Bibliometric Analysis," Business Perspectives and Research, , vol. 11(1), pages 137-158, January.
    • Handle: RePEc:sae:busper:v:11:y:2023:i:1:p:137-158
    DOI: 10.1177/22785337221098472
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    References listed on IDEAS

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    1. Marián ÄŒvirik & Emmanuel Dotong, 2023. "Consumer Ethnocentrism and the Influence of Selected Demographic Factors: A Comparative Study Among the Countries of Slovakia, the Czech Republic, and the Philippines," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 35(2), pages 165-181.

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