Affective and cognitive dimensions in cultural identity: scale development and validation

Abstract

Purpose

The purpose of this paper is to provide a conceptualization of the construct of cultural identity (CI) and develop and validate a measurement scale for the construct. This study examines experience-related cognitions and the positive and negative emotional dimensions in cultural identity.

Design/methodology/approach

The paper describes the process of the development of the instrument, the sample, as well as the validation of the instrument. This study performs both exploratory factor analysis and confirmatory factor analysis to examine the reliability and validity of the scale developed.

Findings

The final CI scale has three dimensions: six items for the cognitive dimension, five items for the emotional dimension and seven items for the behavioral dimension. The scale shows internal consistency, reliability, construct validity and nomological validity.

Originality/value

This is the first CI scale to be developed for the measurement of CI of traditional Chinese medicine.

Citation

Pan, X., Hao, A., Guan, C. and Hsieh, T.-J. (2020), "Affective and cognitive dimensions in cultural identity: scale development and validation", Asia Pacific Journal of Marketing and Logistics, Vol. 32 No. 6, pp. 1362-1375. https://doi.org/10.1108/APJML-03-2019-0200