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Malaysian Consumers Ethnocentrism: The Measurement Scale and Index

Author

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  • Noor Hasmini Abd Ghani

    (School of Business Management, College of Business, Universiti Utara Malaysia, Malaysia,)

  • Nik Kamariah Nik Mat

    (School of Business Management, College of Business, Universiti Utara Malaysia, Malaysia.)

Abstract

The government has revived its campaign for “Buy Malaysian Goods” in 2010 after its last campaign in 2009, in due to an increase of foreign competition. The campaign is to remind consumers to be ethnocentric and patriotic when purchasing product and services. This study attempts to specify the demographic profile of ethnocentric consumers; to validate the scale of ethnocentrism and its antecedents, and; to determine ethnocentrism index for Malaysian consumers. From the literature, 7 antecedents of customer ethnocentrisms were identified. Each variable is measured using 7-point Likert-scale: Culture openness (6 items), conservatism (6 items), collectivism (6 items), patriotism (6 items), control belief (10 items), interest in foreign travel (4 items), and attitude toward local product (8 items). From 1000 questionnaires distributed to households, 486 were returned representing 48.6% response rate. The exploratory factor analysis (EFA) of exogenous latent variables shows that most items conform back into its underlying components, thus, the instruments seem to surpass the convergent validity test. EFA of ethnocentrism however, diverts into two components: Ethnocentrism (11) and animosity (6). The findings indicate support for validity of measurement models of all variables utilized. But, the result revealed that the ethnocentrism index for Malaysian consumers is middle category index.

Suggested Citation

  • Noor Hasmini Abd Ghani & Nik Kamariah Nik Mat, 2017. "Malaysian Consumers Ethnocentrism: The Measurement Scale and Index," International Review of Management and Marketing, Econjournals, vol. 7(1), pages 521-528.
  • Handle: RePEc:eco:journ3:2017-01-68
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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.
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    Cited by:

    1. Riddhish N. Joshi & Yogesh C. Joshi, 2021. "An Assessment of CETSCALE in Liberalised Economy," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 4, pages 3-22.

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    More about this item

    Keywords

    Ethnocentrism; Culture Openness; Attitude;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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