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Application and validation of a consumer ethnocentrism scale in a young Vietnamese market segment

Author

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  • Trang P. Tran
  • Bich Khanh Ngoc Ho
  • Truc Quang Le
  • Hung Trong Hoang

Abstract

The primary objective of this study is to validate a consumer ethnocentrism scale in Vietnam on the basis of the existing scale, CETSCALE, proposed by Shimp and Sharma. The results from a student population show that the revised scale consists of two elements: affective and behavioral. The multidimensional structure of the revised scale is supported in the exploratory factor analysis phase and confirmed in the confirmatory factor analysis phase. The findings also indicate that convergent validity, discriminant validity, and nomological validity of the revised scale are established. The paper starts with a literature review of consumer ethnocentrism, includes methodology and discussions, and concludes with theoretical and managerial implications.

Suggested Citation

  • Trang P. Tran & Bich Khanh Ngoc Ho & Truc Quang Le & Hung Trong Hoang, 2017. "Application and validation of a consumer ethnocentrism scale in a young Vietnamese market segment," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 27(1), pages 60-77, January.
    • Handle: RePEc:taf:jgsmks:v:27:y:2017:i:1:p:60-77
    DOI: 10.1080/21639159.2016.1265322
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    Cited by:

    1. Hong, EunPyo & Park, JungKun & Jaroenwanit, Pensri & Siriyota, Kampanat & Sothonvit, Arpasri, 2023. "The effect of customer ethnocentrism and customer participation on global brand attitude: The perspective of Chinese customer," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    2. Hoang, Hung Trong & Bich Ho, Khanh Ngoc & Tran, Trang P. & Le, Truc Quang, 2022. "The extension of animosity model of foreign product purchase: Does country of origin matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).

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