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Browse Articles by "Marketing"
Title: Consumer Ethnocentrism: CETSCALE Validation and Measurement of Extent
Authors: Anupam Bawa - -
Issue/Year: Jul-2004
Section: Research
Abstract: The CETSCALE, an internationally famous scale to measure consumer ethnocentrism, was administered to three different socio-demographic groups in India. The scale was found to have internal consistency, divergent validity, and nomological validity. However, its lack of unidimensionality indicates that consumer ethnocentrism has more nuances in India than in many developed countries of the West. The high levels of consumer ethnocentrism in India are comparable with those in the developed countries. The relationship of socio-demographic variables with consumer ethnocentrism is often not as hypothesized. Attempts to obtain better versions of the scale reveal that consumer ethnocentrism means different things to different groups of people.
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