Article ID Journal Published Year Pages File Type
880345 International Journal of Research in Marketing 2012 8 Pages PDF
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.

Related Topics
Social Sciences and Humanities Business, Management and Accounting Marketing
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