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Cross-linguistic validation of a unidimensional scale for cosmopolitanism

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  • Cleveland, Mark
  • Laroche, Michel
  • Takahashi, Ikuo
  • Erdoğan, Seçil
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    Abstract

    Consumers' positive dispositions relating to foreign countries, cultures, and products are an important yet under-researched topic, compared against the volume of research on consumers' negative dispositions towards the same. Cosmopolitanism, conceptualized as a general dispositional orientation reflecting an affinity for cultural diversity and the proclivity to master it, garners increasing attention as a variable for international market segmentation. Empirical studies on cosmopolitanism are scarce, principally due to the absence of scale demonstrating sufficient cross-cultural validity across languages. This research reports on such a validation, across four countries and five languages. Psychometric evaluations entailed a number of techniques, including multigroup confirmatory factor analysis. The results largely confirm the cross-lingual applicability of the cosmopolitanism scale.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 67 (2014)
    Issue (Month): 3 ()
    Pages: 268-277

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    Handle: RePEc:eee:jbrese:v:67:y:2014:i:3:p:268-277

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Cosmopolitanism; Globalization; Scale validation; Cross-cultural; Consumer behavior;

    References

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    1. Stayman, Douglas M & Deshpande, Rohit, 1989. " Situational Ethnicity and Consumer Behavior," Journal of Consumer Research, University of Chicago Press, vol. 16(3), pages 361-71, December.
    2. Oswald, Laura R, 1999. " Culture Swapping: Consumption and the Ethnogenesis of Middle-Class Haitian Immigrants," Journal of Consumer Research, University of Chicago Press, vol. 25(4), pages 303-18, March.
    3. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1998. " Assessing Measurement Invariance in Cross-National Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 25(1), pages 78-90, June.
    4. Petra Riefler & Adamantios Diamantopoulos & Judy A Siguaw, 2012. "Cosmopolitan consumers as a target group for segmentation," Journal of International Business Studies, Palgrave Macmillan, vol. 43(3), pages 285-305, April.
    5. Cleveland, Mark & Laroche, Michel, 2007. "Acculturaton to the global consumer culture: Scale development and research paradigm," Journal of Business Research, Elsevier, vol. 60(3), pages 249-259, March.
    6. Sren Askegaard & Eric J. Arnould & Dannie Kjeldgaard, 2005. "Postassimilationist Ethnic Consumer Research: Qualifications and Extensions," Journal of Consumer Research, University of Chicago Press, vol. 32(1), pages 160-170, 06.
    7. Thompson, Craig J & Tambyah, Siok Kuan, 1999. " Trying to Be Cosmopolitan," Journal of Consumer Research, University of Chicago Press, vol. 26(3), pages 214-41, December.
    8. Jan-Benedict E M Steenkamp & Rajeev Batra & Dana L Alden, 2003. "How perceived brand globalness creates brand value," Journal of International Business Studies, Palgrave Macmillan, vol. 34(1), pages 53-65, January.
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