Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
880345 | International Journal of Research in Marketing | 2012 | 8 Pages |
Abstract
The development and validation of an 8-item scale for assessing consumers’ local–global identity are described in this paper. Based on six studies of student and non-student samples from three countries, we demonstrate the psychometric properties of this scale, its reliability, and discriminant and convergent validity with related constructs, such as consumer ethnocentrism, nationalism, and global consumption orientation. We also test the scale's ability to predict consumers’ preference between local and global products.
Keywords
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Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Lingjiang Tu, Adwait Khare, Yinlong Zhang,