Abstract

Consumer ethnocentrism has been an issue in international marketing and it has been repeatedly studied in developed economies though there are relatively fewer such studies in developing economies, particularly in Africa. Further, consumer ethnocentrism scale (CETSCALE) has been adapted without sufficient reliability, validity, and dimensionality tests in African countries. Thus, this study investigated the reliability, dimensionality, and validity of the CETSCALE in Ethiopia. The result indicated that the CETSCALE is a reliable, valid, and three-dimensional (patriotic, prosocial, and protectionist) scale in the study area. Implications of the findings and future research directions were discussed.

摘要

消费者种族中心主义一直是国际营销中的一个问题，在发达经济体中反复研究过，尽管在发展中经济体，特别是在非洲，此类研究相对较少。此外，在非洲国家，消费者种族中心主义量表 (CETSCALE) 在没有足够的可靠性、有效性和维度测试的情况下进行了调整。因此，本研究调查了埃塞俄比亚 CETSCALE 的可靠性、维度和有效性。结果表明，CETSCALE 是研究区域内可靠、有效的三维（爱国、亲社会和保护主义）量表。讨论了研究结果的意义和未来的研究方向。