Siamagka, Nikoletta-Theofania (2010)
Ph.D. thesis, University of Birmingham.
The concept of consumer ethnocentrism has been in the centre of scholarly inquiry for more than twenty years. The original dimensionalisation and operationalisation of the construct has been introduced in the marketing literature back in 1987. Since then the relevant literature unquestionably applies the existing scale, namely the CETSCALE. This thesis seeks to explore consumer ethnocentrism facets under the light of increased globalisation and integration and consequently develop an enhanced measurement instrument. A mixed methods approach is pursued and as a result, several deviations from the original conceptualisation and operationalisation of consumer ethnocentrism are evidenced. Although some of the already established dimensions prevail to be equally relevant in these days, there are numerous other areas that the CETSCALE fails to capture. In particular, the new, extended scale (CEESCALE) encapsulates the novel notions of impure altruism and self enhancement, social demonstrability of benefits of consuming domestic products and finally, buying inertia. Following the development of the CEESCALE, construct validity is established. The superiority of the CEESCALE to the CETSCALE is attested by better predictive validity estimates.
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