The impact of the English language on cross‐cultural consumer research in Asia and Latin America

Gregory S. Black (Department of Management and Marketing, College of Business, Texas A&M University – Corpus Christi, 6300 Ocean Drive, Corpus Christi, Texas 78412, USA)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Publication date: 1 December 2004

Abstract

This article reports a study using respondents from three different cultures – traditional Americans, Hispanics, and Taiwanese – to assess the reliabilities of measures assessing 29 consumer constructs used in various studies reported in major marketing journals. In general, these measures were designed for use with a traditional American sample and are not reported to have been used with other cultural samples. Results indicate that for respondents who demonstrate a certain level of English language fluency, regardless of where they are from, these measures perform reliably across cultures. Thus, under certain circumstances, the fears that researchers have about instrument reliability across cultures may be largely ungrounded.

Keywords

Citation

Black, G. (2004), "The impact of the English language on cross‐cultural consumer research in Asia and Latin America", Asia Pacific Journal of Marketing and Logistics, Vol. 16 No. 4, pp. 3-35. https://doi.org/10.1108/13555850410765249

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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