Consumer ethnocentrism: Reconceptualization and cross-cultural validation
Access Status
Open access via publisher
Authors
Sharma, Piyush
Date
2012Type
Conference Paper
Metadata
Show full item recordCitation
Sharma, P. 2012. Consumer ethnocentrism: Reconceptualization and cross-cultural validation, in Piyush Sharma (2012) ,"Consumer Ethnocentrism: Reconceptualization and Cross-Cultural Validation", in Duluth, MN (ed), Asia-Pacific Advances in Consumer Research, Volume 10, pp. 26-28. Association for Consumer Research.
Source Title
The Proceedings of Association for Consumer Research Asia Pacific Conference 2012: Cool Ideas
Source Conference
Association for Consumer Research Asia-Pacific Conference 2012
Additional URLs
School
School of Marketing
Collection
Abstract
Prior research on ‘Consumer Ethnocentrism’(CE) shows mixed results across different productcategories, over time, and in relation with otherconstructs such as animosity, open mindedness,cosmopolitanism etc. Most studies also do notestablish the unidimensionality and cross-culturalmeasurement invariance of CETSCALE. This paperdevelops and tests a new multi-dimensional CE scaleto address these concerns.