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

Jill Gabrielle Klein, Richard Ettenson, Balaji C. Krishnan

Research output: Contribution to journalArticlepeer-review

148 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)304-321
Number of pages18
JournalInternational Marketing Review
Issue number3
StatePublished - 2006


  • China
  • Consumer behaviour
  • Customer satisfaction
  • International marketing
  • Russia

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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