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An Assessment of the consumer ethnocentric scale (CETSCALE): evidences from Brazil


Author Info

  • Vivian Iara Strehlau

    (Superior School of Advertising and Marketing)

  • Mateus Canniatti Ponchio

    (Superior School of Advertising and Marketing)

  • Eduardo Loebel

    (Getulio Vargas Foundation)

Registered author(s):


    The primary objective of this work is to identify if consumers in São Paulo have ethnocentric tendencies. Secondly, the CETSCALE within the Brazilian context is analyzed. The work presents a literature review of the concept of ethnocentrism. A descriptive quantitative methodology was employed and two databases were obtained, one comprised of 275 and another of 200 respondents from the city of São Paulo. The instrument used for data collection was a structured questionnaire with closed questions. The main findings refer to moderately ethnocentric samples – when compared with studies carried out in other countries – in all of the related demographic variables. Analyses indicated that there are differences between the level of consumers’ ethnocentrism when they are segregated into groups by age and different economic classes. The lowest socio-economic classes are significantly more ethnocentric than the upper socio-economic class. Among the lower classes the older people have the highest scores for ethnocentrism. Concluding remarks are presented, with some implications and recommendations for future research.

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    Bibliographic Info

    Article provided by Fucape Business School in its journal Brazilian Business Review.

    Volume (Year): 9 (2012)
    Issue (Month): 4 (October)
    Pages: 103-126

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    Handle: RePEc:bbz:fcpbbr:v:9:y:2012:i:4:p:103-126

    Contact details of provider:
    Postal: Fucape Business School Brazilian Business Review Av. Fernando Ferrari, 1358, Boa Vista CEP 29075-505 Vitória-ES
    Phone: +55 27 4009-4423
    Fax: +55 27 4009-4422
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    Related research

    Keywords: Ethnocentrism; consumer behavior; CETSCALE; marketing.;


    References listed on IDEAS
    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
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    1. Ulrich R. Orth & Zuzana Firbasová, 2003. "The role of consumer ethnocentrism in food product evaluation," Agribusiness, John Wiley & Sons, Ltd., vol. 19(2), pages 137-153.
    2. George Balabanis & Adamantios Diamantopoulos & Rene Dentiste Mueller & T C Melewar, 2001. "The Impact of Nationalism, Patriotism and Internationalism on Consumer Ethnocentric Tendencies," Journal of International Business Studies, Palgrave Macmillan, vol. 32(1), pages 157-175, March.
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