Consumer Ethnocentrism: Reconceptualization and Cross-Cultural Validation

Prior research on ‘Consumer Ethnocentrism’ (CE) shows mixed results across different product categories, over time, and in relation with other constructs such as animosity, open mindedness, cosmopolitanism etc. Most studies also do not establish the unidimensionality and cross-cultural measurement invariance of CETSCALE. This paper develops and tests a new multi-dimensional CE scale to address these concerns.


Piyush Sharma (2012) ,"Consumer Ethnocentrism: Reconceptualization and Cross-Cultural Validation", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 26-28.


Piyush Sharma, The Hong Kong Polytechnic University, Hong Kong


AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012

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