Consumer ethnocentrism: Reconceptualization and cross-cultural validation

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.