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Extending the construct of consumer ethnocentrism: when foreign products are preferred

Jill Gabrielle Klein (INSEAD, Singapore)
Richard Ettenson (Thunderbird, The Garvin School of International Management, Glendale, Arizona, USA)
Balaji C. Krishnan (University of Memphis, Memphis, Tennessee, USA)

International Marketing Review

ISSN: 0265-1335

Article publication date: 1 May 2006

5552

Abstract

Purpose

This research has the purpose of exploring whether the construct of consumer ethnocentrism extends to contexts in which foreign products are preferred to domestic products.

Design/methodology/approach

The study evaluates the psychometric properties of the consumer ethnocentrism scale (CETSCALE) in the transition economies of China and Russia using both student and non‐student samples. A valid and reliable six‐item version of the CETSCALE is developed based on these samples. The refined six‐item scale is then validated through a re‐analysis of Netemeyer et al.'s data collected in four developed countries.

Findings

Findings show that the scale can be used effectively in these transitional economies. A consistent pattern of support is found for the six‐item CETSCALE across eight samples from six countries.

Originality/value

The research provides practicing marketers as well as international researchers with a parsimonious six‐item CETSCALE that can be used in both developed and transition economies.

Keywords

Citation

Gabrielle Klein, J., Ettenson, R. and Krishnan, B.C. (2006), "Extending the construct of consumer ethnocentrism: when foreign products are preferred", International Marketing Review, Vol. 23 No. 3, pp. 304-321. https://doi.org/10.1108/02651330610670460

Publisher

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Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited

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