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

Author

Listed:
  • Vivian Iara Strehlau

    (Superior School of Advertising and Marketing)

  • Mateus Canniatti Ponchio

    (Superior School of Advertising and Marketing)

  • Eduardo Loebel

    (Getulio Vargas Foundation)

Abstract

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.

Suggested Citation

  • Vivian Iara Strehlau & Mateus Canniatti Ponchio & Eduardo Loebel, 2012. "An Assessment of the consumer ethnocentric scale (CETSCALE): evidences from Brazil," Brazilian Business Review, Fucape Business School, vol. 9(4), pages 103-126, October.
    • Handle: RePEc:bbz:fcpbbr:v:9:y:2012:i:4:p:103-126
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    References listed on IDEAS

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    1. 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;Academy of International Business, vol. 32(1), pages 157-175, March.
    2. 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.
    3. Toni Toharudin & Johan H. L. Oud & Jaak B. Billiet, 2008. "Assessing the relationships between Nationalism, Ethnocentrism, and Individualism in Flanders using Bergstrom's approximate discrete model," Statistica Neerlandica, Netherlands Society for Statistics and Operations Research, vol. 62(1), pages 83-103, February.
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