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This paper aims to argue that the traditional belief that “consumer ethnocentrism is a phenomenon of the developed countries only” is no longer true. To establish this argument, our study assesses the applicability of the Consumer Ethnocentric Tendencies Scale (CETSCALE) in Bangladesh by judging the unidimensionality feature of the same.

The methodology is based on sample of 788 respondents collected from 27 border and non-border districts of Bangladesh.

Statistically significant results show that for the consumers of border and non-border districts, the original CETSCALE is, to a great extent, applicable as those groups have shown positive attitudes in retaining 12-14 items out of the 17 items of the original scale. However, the groups and the respondents as a whole did not agree with the unidimensionality feature of the CETSCALE.

The results of the study show that Bangladeshi consumers prefer to see “Made in Bangladesh” tags when buying consumer products – a significant potential threat that the multinational companies need to address while planning to expand business in Bangladesh.

This type of rigorous study on Bangladesh has never been done before. Moreover, the study identifies the difference in ethnocentric behavior of the consumers living in border and non-border areas – a study of ethnocentrism from a different point of view.

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.

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 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.

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.

This study sets about assessing measurement invariance of the widely used CETSCALE in the context of an economically disadvantageous inland city in China. The 10-item CETSCALE (Shimp and Sharma 1987) was administered to a college-level student sample (male = 55 and female = 198) in Nanning City, Guangxi Zhuang Autonomous Region. AMOS v. 20 was used to conduct confirmatory factor analysis and assess measurement invariance across gender.

This study is designed to assess measurement invariance of the 10-item CETSCALE with student sample in Nanning, the capital city of Guangxi, China.

The results support full metric invariance and factor variance invariance and partial scalar invariance and measurement residual invariance for the refined 5-item CETSCALE. It is found that college students in an economically underdeveloped multi-ethnic inland city like Nanning were less consumer ethnocentric than those in the affluent coastal cities.

This is the first study to assess measurement invariance of the CETSCALE with student sample from an economically underdeveloped multi-ethnic inland city in China.

Before the CETSCALE can be used as a measure of consumer ethnocentrism on an international basis, it is necessary to assess its validity and reliability in as many countries and different conditions as possible. In this sense, the main purpose of this paper is to validate the CETSCALE as a measure of Spanish consumers’ ethnocentric tendencies. This was achieved by means of confirmatory factor analysis. We adopted a competing models strategy. Initially, two alternative models were formulated: a single‐factor model and a two‐factor model. Since both models equally fit the empirical data and after carrying out an in‐depth analysis of the estimated parameters, we considered a third model with two uncorrelated factors. After estimating this new model, the goodness‐of‐fit indices indicated a poor fit compared to the one‐factor model, therefore proving that the scale measures a unidimensional construct and that the measurement error is quite acceptable.

The goal of this paper is to examine the link between consumer ethnocentrism (CE) and the attitudes of two consumer groups to a buy local campaign in a transitioning economy, Slovakia.

Using a structured questionnaire, data were collected from 211 non‐students at shopping malls in Banská Bystrica (non‐student group) and from 209 students at the University of Matej Bela, Banská Bystrica (student group) in Slovakia. Ethnocentrism was measured using the consumer ethnocentric tendencies scale (CETSCALE) while attitudinal statements were used to measure the attitudes toward locally made products and a buy local campaign. The attitudinal data were factor analysed and the correlations between the CETSCALE and the attitudinal statements were examined. Summative scales based on the factor analysis results were also developed.

A significant finding of this paper is the role of the government and industry in encouraging Slovakians to buy local. The nonstudent consumers to be less ethnocentric than the student group are found. The attitudinal statements of both groups toward Slovakian products are generally similar.

This research was designed to contribute to the discussion of CE by linking it to attitudes to a buy local campaign in a transitioning country.

The purpose of this paper is to report an application of the CETSCALE measuring consumer ethnocentrism for high‐value consumer goods in the emerging markets of the Association of Southeast Asian Nations (ASEAN). The study examines how regional markings can be thought of as variants of national markings and then goes on to establish a regio‐centric scale, thereby taking up calls for ethnocentrism studies to be conducted across multiple countries that actively trade with one another.

This research is based on an empirical investigation of consumer ethnocentrism (CE) that includes simultaneous manipulation of country‐of‐assembly and region‐based country‐of‐components. The study surveys a sample of 720 car owners equally divided between the three largest automotive markets of ASEAN: Thailand, Malaysia, and Indonesia.

Statistical analysis of this study's empirical results confirms that for the three‐country sample of 720 respondents, this newly derived regional ethnocentrism construct is as relevant as the classic country‐based construct. The research concludes that regional use of campaigns with a (potentially collaborative) Made‐in‐ASEAN theme may reach the target group of regio‐centric consumers.

The study is original in providing a new perspective on the ethnocentrism debate by adding and testing for a regional dimension reflecting realities in the marketplace for a major product category. The study is also one of the few to focus upon the ASEAN region rather than the more commonly studied regions such as Europe or North America.

The purpose of this paper is to explore the ethnocentric tendencies of Emirati Gen Z consumers and to provide empirical evidence on how demographic variables (gender and education) influence ethnocentric tendencies. The study also attempts to know the impact of ethnocentrism on the buying behavior of the segment.

Researchers collected the opinions of 310 Emirati Gen Z consumers by using a modified CETSCALE. The data was reviewed and coded by applying software R Studio and Microsoft Excel. Cronbach’s α and Kaiser–Meyer–Olkin (KMO) tests were administered to check the internal consistency and validity of the 17-item CETSCALE. Then, the factor extraction method principal component analysis (PCA) was used to analyze the data. The selected hypotheses were tested by using the Cronbach α and Kruskal–Wallis (K-W) hypothesis testing technique.

The findings suggest that Emirati Gen Z consumers substantially ethnocentric who prefer domestic products/services over foreign goods. No significant influence of gender and education on Emirati Gen Z consumers’ ethnocentric tendencies.

The targeted subjects were selected only from Dubai and the Sharjah Emirates and not covered the remaining five emirates of the UAE. Consumers were asked to assess their ethnocentrism without reference to a specific product or service.

This type of meticulous study in the UAE has never been done before to explore the ethnocentric tendencies of Gen Z consumers.

Cross‐national studies may be flawed through “borrowing” scales used in domestic studies, without examining their relevance and equivalence in other countries and contexts. Examining construct equivalence is an essential first step in the design of cross‐national and multi‐country studies. An important aspect is examining the equivalence in meaning and salience of a construct in all countries or contexts studied. Unless this is established, erroneous or misleading conclusions about the nature and significance of the construct in that context are likely to result. The importance of examining construct equivalence in cross‐national research is illustrated, based on a series of studies applying the CETSCALE in The Netherlands.

The study investigates extreme response style (ERS) in cross‐cultural research. Through a four‐country application of the Greenleaf ERS measure, finds that ERS varies between cultures and across response formats. Evidence is also found that the acquiescence response style (ARS) varies between cultures and response formats. Through a series of ANOVAs, it is shown how a post hoc response style adjustment can be used to minimize between‐group differences for ERS and ARS. Finally, this study illustrates how cross‐cultural market researchers, using a marketing‐oriented survey instrument like the CETSCALE, could reach erroneous conclusions by failing to adjust for between‐group difference in ERS. Implications for cross‐cultural marketing research are discussed.

The purpose of this paper is to examine the inconsistency of explicit and implicit domestic country bias (DCB) across different types of products and in the context of two countries.

Two studies in two countries are conducted to examine the inconsistencies in implicit and explicit DCB. The first study collected data through mall intercept survey method in Taiwan and identified 189 valid respondents. The second study applied a mixed (within and between subjects) factorial experiment in China using 200 subjects.

Results show that explicit and implicit attitudes are moderately related to each other. The results also confirm that ethnic product typicality can explain inconsistencies in both explicit and implicit DCB. For ethnically typical products, DCB is more pronounced in consumers’ explicit attitudes than in consumers’ implicit attitudes. On the contrary, for ethnically atypical goods, DCB makes itself present in both explicit and implicit attitudes.

The results shed new light on DCB and confirm that the bias could divaricate between explicit and implicit attitudes in the case of ethnically typical products.