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A short 8-item scale for measuring consumers’ local–global identity

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  • Tu, Lingjiang
  • Khare, Adwait
  • Zhang, Yinlong

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.

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  • Tu, Lingjiang & Khare, Adwait & Zhang, Yinlong, 2012. "A short 8-item scale for measuring consumers’ local–global identity," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 35-42.
    • Handle: RePEc:eee:ijrema:v:29:y:2012:i:1:p:35-42
    DOI: 10.1016/j.ijresmar.2011.07.003
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    References listed on IDEAS

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    1. Aaker, Jennifer L, 2000. "Accessibility or Diagnosticity? Disentangling the Influence of Culture on Persuasion Processes and Attitudes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(4), pages 340-357, March.
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