Pub Date : 2021-04-28DOI: 10.1080/08911762.2021.1915440
Rajeev Kumra, Sk Abu Khalek, Tamal Samanta
Abstract Myriad studies have been done to investigate consumer behavior in peer-to-peer (P2P) lending. However, participation intention in P2P lending in the Bottom of Pyramid (BoP) context has received little attention. Whereas credit accessibility has been a challenge for BoP producers. Recognizing the potential of P2P lending to alleviate this challenge, this study aimed to present an integrated theoretical framework extending the theory of planned behavior to identify the factors influencing P2P lending adoption by the borrowers (BoP producers) and lenders. We conducted 12 semi-structured in-depth interviews of BoP borrowers, lenders, and executives of three prominent P2P platforms in India. Results emerging from thematic analysis (using NVIVO) indicate while faster access and ease associated with P2P lending favorably impact borrowers’ intention to participate, lenders are positively influenced by the high returns and diversified risk. From the model, a research agenda of five propositions are drawn for future research. The managerial and policy implications of the study are discussed.
{"title":"Factors Affecting BoP Producer Intention to Use P2P Lending Platforms in India","authors":"Rajeev Kumra, Sk Abu Khalek, Tamal Samanta","doi":"10.1080/08911762.2021.1915440","DOIUrl":"https://doi.org/10.1080/08911762.2021.1915440","url":null,"abstract":"Abstract Myriad studies have been done to investigate consumer behavior in peer-to-peer (P2P) lending. However, participation intention in P2P lending in the Bottom of Pyramid (BoP) context has received little attention. Whereas credit accessibility has been a challenge for BoP producers. Recognizing the potential of P2P lending to alleviate this challenge, this study aimed to present an integrated theoretical framework extending the theory of planned behavior to identify the factors influencing P2P lending adoption by the borrowers (BoP producers) and lenders. We conducted 12 semi-structured in-depth interviews of BoP borrowers, lenders, and executives of three prominent P2P platforms in India. Results emerging from thematic analysis (using NVIVO) indicate while faster access and ease associated with P2P lending favorably impact borrowers’ intention to participate, lenders are positively influenced by the high returns and diversified risk. From the model, a research agenda of five propositions are drawn for future research. The managerial and policy implications of the study are discussed.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"34 1","pages":"328 - 352"},"PeriodicalIF":0.0,"publicationDate":"2021-04-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2021.1915440","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44684249","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-03-23DOI: 10.1080/08911762.2021.1897917
B. Sharma, Nikita Gupta
Abstract In recent years, the “Bottom of the Pyramid” (BOP) market has become an attraction for researchers, business managers, and policymakers. Numerous researchers have contributed theoretically and empirically to the BOP literature, however, little focus is accorded to BOP customers’ buying behavior. It is interesting to study the shopping behavior of BOP customers characterized by low disposable income, poor standard of living, and geographical isolation. Therefore, the present study aims to investigate the shopping behavior of BOP customers to identify the drivers and hindrances in the buying decisions. The study follows a qualitative approach by conducting in-depth personal interviews of 100 BOP customers visiting Vishal Mega Marts (VMMs) in a northern Indian city. The results indicate that BOP customers aspire for a better shopping experience like affluent customers, however, income constraint restricts them to buy superior brands. Indeed, BOP customers are persuaded by excessive discounts, gifts, coupons, peer influence, and seasonal offers by VMMs. The study provides implications for researchers, retailers, and policymakers.
摘要近年来，“金字塔底部”（BOP）市场已成为研究人员、企业经理和决策者的吸引力所在。许多研究人员对BOP文献进行了理论和实证研究，但很少关注BOP客户的购买行为。研究BOP顾客的购物行为是很有趣的，其特征是可支配收入低、生活水平低和地理隔离。因此，本研究旨在调查BOP客户的购物行为，以确定购买决策中的驱动因素和障碍。该研究采用定性方法，对访问印度北部城市Vishal Mega Marts（VMM）的100名BOP客户进行了深入的个人访谈。研究结果表明，BOP客户和富裕客户一样渴望更好的购物体验，但收入限制限制了他们购买优质品牌。事实上，BOP客户被VMM的过度折扣、礼物、优惠券、同行影响和季节性优惠所说服。这项研究为研究人员、零售商和政策制定者提供了启示。
{"title":"A Qualitative Investigation of Shopping Behavior of Customers at Bottom of the Pyramid","authors":"B. Sharma, Nikita Gupta","doi":"10.1080/08911762.2021.1897917","DOIUrl":"https://doi.org/10.1080/08911762.2021.1897917","url":null,"abstract":"Abstract In recent years, the “Bottom of the Pyramid” (BOP) market has become an attraction for researchers, business managers, and policymakers. Numerous researchers have contributed theoretically and empirically to the BOP literature, however, little focus is accorded to BOP customers’ buying behavior. It is interesting to study the shopping behavior of BOP customers characterized by low disposable income, poor standard of living, and geographical isolation. Therefore, the present study aims to investigate the shopping behavior of BOP customers to identify the drivers and hindrances in the buying decisions. The study follows a qualitative approach by conducting in-depth personal interviews of 100 BOP customers visiting Vishal Mega Marts (VMMs) in a northern Indian city. The results indicate that BOP customers aspire for a better shopping experience like affluent customers, however, income constraint restricts them to buy superior brands. Indeed, BOP customers are persuaded by excessive discounts, gifts, coupons, peer influence, and seasonal offers by VMMs. The study provides implications for researchers, retailers, and policymakers.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"34 1","pages":"308 - 327"},"PeriodicalIF":0.0,"publicationDate":"2021-03-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2021.1897917","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43747808","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-03-22DOI: 10.1080/08911762.2021.1903642
Haksin Chan, Morgan X. Yang
Abstract This introductory article synthesizes the findings of the five subsequent articles and identifies a promising direction for research on how culture may impact electronic word of mouth (eWOM). The collection of articles in this special issue fills a significant knowledge gap in the marketing literature, capturing the pervasive influence of culture on eWOM motivation, eWOM quality, and eWOM effectiveness, and also the managerial relevance of culture in both the pre-eWOM stage and the post-eWOM stage. The diversity of eWOM platforms manifested in these articles points to the fit between culture and platform design as an important direction for future research. Overall, this special issue is a first step toward enriching theoretical understanding of the multifaceted role of culture in the eWOM process.
{"title":"Culture and Electronic Word of Mouth: A Synthesis of Findings and an Agenda for Research","authors":"Haksin Chan, Morgan X. Yang","doi":"10.1080/08911762.2021.1903642","DOIUrl":"https://doi.org/10.1080/08911762.2021.1903642","url":null,"abstract":"Abstract This introductory article synthesizes the findings of the five subsequent articles and identifies a promising direction for research on how culture may impact electronic word of mouth (eWOM). The collection of articles in this special issue fills a significant knowledge gap in the marketing literature, capturing the pervasive influence of culture on eWOM motivation, eWOM quality, and eWOM effectiveness, and also the managerial relevance of culture in both the pre-eWOM stage and the post-eWOM stage. The diversity of eWOM platforms manifested in these articles points to the fit between culture and platform design as an important direction for future research. Overall, this special issue is a first step toward enriching theoretical understanding of the multifaceted role of culture in the eWOM process.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"34 1","pages":"165 - 169"},"PeriodicalIF":0.0,"publicationDate":"2021-03-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2021.1903642","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"59447753","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-03-15DOI: 10.1080/08911762.2020.1820652
Arilova A. Randrianasolo
Abstract Within the current global landscape, internationalizing organizations are increasingly seeking ways to gain legitimacy, or social acceptance, within the foreign markets they exist in. This current article proposes that enviropreneurial marketing strategies can be placed in the arsenal of tools firms may employ to gain organizational legitimacy. Across two studies, this article hypothesizes and empirically tests the mediating roles that pragmatic and moral legitimacy play in the relationships between enviropreneurial marketing and outcomes on firm constituents such as consumers and employees. The results show that while pragmatic legitimacy is a significant mediator of such relationships, moral legitimacy is not.
{"title":"Employing Enviropreneurial Marketing Strategies to Gain Legitimacy","authors":"Arilova A. Randrianasolo","doi":"10.1080/08911762.2020.1820652","DOIUrl":"https://doi.org/10.1080/08911762.2020.1820652","url":null,"abstract":"Abstract Within the current global landscape, internationalizing organizations are increasingly seeking ways to gain legitimacy, or social acceptance, within the foreign markets they exist in. This current article proposes that enviropreneurial marketing strategies can be placed in the arsenal of tools firms may employ to gain organizational legitimacy. Across two studies, this article hypothesizes and empirically tests the mediating roles that pragmatic and moral legitimacy play in the relationships between enviropreneurial marketing and outcomes on firm constituents such as consumers and employees. The results show that while pragmatic legitimacy is a significant mediator of such relationships, moral legitimacy is not.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"34 1","pages":"131 - 145"},"PeriodicalIF":0.0,"publicationDate":"2021-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2020.1820652","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46034619","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-03-07DOI: 10.1080/08911762.2021.1894625
C. Robb, A. Stephens
Abstract The purpose of this study is to examine the relationships between market orientation, proactive orientation, market capability and innovation as they relate to the export performance of South African SMEs. Utilizing the Stimulus-Organism-Response model and extant literature, a theoretical framework is proposed. A sample of 259 South African SMEs involved in exporting were collected. The study hypotheses are analyzed using PLS-SEM; moreover, mediation tests are also included. The results suggest that market orientation and proactive orientation are significant elements that could lead to the improved export performance of South African SMEs. The current study expects to provide practical managerial implications and marketing knowledge for organizations hoping to better comprehend the South African marketplace. The findings of this study can be further applied to better understand emerging markets. Ultimately market orientation and proactive orientation are valuable strategic orientations that emerging market firms can use to leverage their limited resources as they aim to improve export performance.
{"title":"The Effects of Market Orientation and Proactive Orientation on the Export Performance of South African SMEs","authors":"C. Robb, A. Stephens","doi":"10.1080/08911762.2021.1894625","DOIUrl":"https://doi.org/10.1080/08911762.2021.1894625","url":null,"abstract":"Abstract The purpose of this study is to examine the relationships between market orientation, proactive orientation, market capability and innovation as they relate to the export performance of South African SMEs. Utilizing the Stimulus-Organism-Response model and extant literature, a theoretical framework is proposed. A sample of 259 South African SMEs involved in exporting were collected. The study hypotheses are analyzed using PLS-SEM; moreover, mediation tests are also included. The results suggest that market orientation and proactive orientation are significant elements that could lead to the improved export performance of South African SMEs. The current study expects to provide practical managerial implications and marketing knowledge for organizations hoping to better comprehend the South African marketplace. The findings of this study can be further applied to better understand emerging markets. Ultimately market orientation and proactive orientation are valuable strategic orientations that emerging market firms can use to leverage their limited resources as they aim to improve export performance.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"34 1","pages":"392 - 410"},"PeriodicalIF":0.0,"publicationDate":"2021-03-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2021.1894625","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43216987","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-03-04DOI: 10.1080/08911762.2021.1891359
Youssef Chetioui, Irfan Butt, Hind Lebdaoui
Abstract Despite a growing body of work on the impact of cultural orientation on consumers’ attitudes and behavior, research investigating the effects of individualism-collectivism in social media advertising remains limited. Based on a theoretical framework founded on the theory of planned behavior, Ducoffes’s web advertising model, and further variables from related literature, this study aims to investigate how Facebook advertisements contribute to consumers’ purchase intention in an emerging market marked by high levels of collectivism. Through a sequence of research propositions that elucidate how individuals from a collectivistic culture make purchase decisions when exposed to Facebook advertisements, our study makes a significant contribution to attitudinal research as it establishes a better understanding of the use of advertising on Facebook to market products and services. Our findings confirm the necessity and importance of taking into account consumers’ cultural differences when advertising on social media sites.
{"title":"Facebook advertising, eWOM and consumer purchase intention-Evidence from a collectivistic emerging market","authors":"Youssef Chetioui, Irfan Butt, Hind Lebdaoui","doi":"10.1080/08911762.2021.1891359","DOIUrl":"https://doi.org/10.1080/08911762.2021.1891359","url":null,"abstract":"Abstract Despite a growing body of work on the impact of cultural orientation on consumers’ attitudes and behavior, research investigating the effects of individualism-collectivism in social media advertising remains limited. Based on a theoretical framework founded on the theory of planned behavior, Ducoffes’s web advertising model, and further variables from related literature, this study aims to investigate how Facebook advertisements contribute to consumers’ purchase intention in an emerging market marked by high levels of collectivism. Through a sequence of research propositions that elucidate how individuals from a collectivistic culture make purchase decisions when exposed to Facebook advertisements, our study makes a significant contribution to attitudinal research as it establishes a better understanding of the use of advertising on Facebook to market products and services. Our findings confirm the necessity and importance of taking into account consumers’ cultural differences when advertising on social media sites.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"34 1","pages":"220 - 237"},"PeriodicalIF":0.0,"publicationDate":"2021-03-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2021.1891359","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41887299","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-02-26DOI: 10.1080/08911762.2021.1886385
A. A. Yeboah-Banin, E. Quaye
Abstract The effects of cultural identity on perceptions about and preference for global and local brands remain less understood. Using consumer cultural identity theory, this study tests assumptions that cultural identity drives perceived brand globalness and localness. It also examines how such perceptions shape brand value assessments and preference formation. The study draws on consumer data from two prominent emerging African markets, South Africa and Ghana, to test the hypothesized relations through structural equation modelling. The findings support predictions that individuals’ cultural identity drives their perceptions of brands as local/global. Specifically, global identity drives global brand preference in both countries, but local identity was a weak driver of local brand preference in Ghana. The perceived value of local brands impacts local brand preference more than foreign brand preference. The study highlights several contributions on the pathways to global or local brand preferences that should benefit international marketing scholars and branding professionals.
{"title":"Pathways to Global versus Local Brand Preferences: The Roles of Cultural Identity and Brand Perceptions in Emerging African Markets","authors":"A. A. Yeboah-Banin, E. Quaye","doi":"10.1080/08911762.2021.1886385","DOIUrl":"https://doi.org/10.1080/08911762.2021.1886385","url":null,"abstract":"Abstract The effects of cultural identity on perceptions about and preference for global and local brands remain less understood. Using consumer cultural identity theory, this study tests assumptions that cultural identity drives perceived brand globalness and localness. It also examines how such perceptions shape brand value assessments and preference formation. The study draws on consumer data from two prominent emerging African markets, South Africa and Ghana, to test the hypothesized relations through structural equation modelling. The findings support predictions that individuals’ cultural identity drives their perceptions of brands as local/global. Specifically, global identity drives global brand preference in both countries, but local identity was a weak driver of local brand preference in Ghana. The perceived value of local brands impacts local brand preference more than foreign brand preference. The study highlights several contributions on the pathways to global or local brand preferences that should benefit international marketing scholars and branding professionals.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"34 1","pages":"372 - 391"},"PeriodicalIF":0.0,"publicationDate":"2021-02-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2021.1886385","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47025404","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-02-23DOI: 10.1080/08911762.2021.1888393
Irina Y. Yu, L. Wan, X. Yi
Abstract Given the widespread and significant impacts of negative online reviews (NORs) on service industries, this research addresses a timely and important topic—how service firms develop effective managerial response (MR) to respond NORs. We propose an integrated tactic-based and culture-based model of MR design that is especially applicable to service firms in the online review platforms. Based on attribution theory and cross-cultural literature, our research enriches the electronic word of mouth literature by proposing a series of propositions that illustrate how different types of MR can be effectively delivered by incorporating both MR source and MR target under different cultures.
{"title":"Managerial Response to Negative Online Reviews in the Service Industry: A Tactic-Based and Culture-Based Model","authors":"Irina Y. Yu, L. Wan, X. Yi","doi":"10.1080/08911762.2021.1888393","DOIUrl":"https://doi.org/10.1080/08911762.2021.1888393","url":null,"abstract":"Abstract Given the widespread and significant impacts of negative online reviews (NORs) on service industries, this research addresses a timely and important topic—how service firms develop effective managerial response (MR) to respond NORs. We propose an integrated tactic-based and culture-based model of MR design that is especially applicable to service firms in the online review platforms. Based on attribution theory and cross-cultural literature, our research enriches the electronic word of mouth literature by proposing a series of propositions that illustrate how different types of MR can be effectively delivered by incorporating both MR source and MR target under different cultures.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"34 1","pages":"238 - 248"},"PeriodicalIF":0.0,"publicationDate":"2021-02-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2021.1888393","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47319947","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-02-22DOI: 10.1080/08911762.2021.1884924
Sangeeta Sharma, Arpan Bumb
Abstract Marketers face innumerable challenges related to awareness, affordability, availability, and accessibility to reach the Bottom of Pyramid (BOP) markets. The objective of this paper is to enumerate the challenges faced by marketers in making their product available to the rural population during COVID-19. The study focuses on 25 challenges, identified from past studies, for marketing in rural areas. Along with the identification of the challenges from a literature review and marketing practices, an attempt is made to contextually relate the challenges to one another, for which three extensive focus group discussions each among six experts were conducted. After this step, Matrice d’Impacts Croisés Multiplication Appliquée á un Classment (MICMAC) analysis was conducted to plot the challenges based on driving power and dependence power. An Interpretive Structural Model (ISM) is also developed from the MICMAC analysis. This paper will allow marketers to identify and formulate an action plan based on the preference order generated from ISM to create maximum impact. Further, the research, marketing, and societal implications of the study are discussed.
{"title":"Marketing at the Bottom of the Pyramid: Overcoming the Challenges through MICMAC Analysis","authors":"Sangeeta Sharma, Arpan Bumb","doi":"10.1080/08911762.2021.1884924","DOIUrl":"https://doi.org/10.1080/08911762.2021.1884924","url":null,"abstract":"Abstract Marketers face innumerable challenges related to awareness, affordability, availability, and accessibility to reach the Bottom of Pyramid (BOP) markets. The objective of this paper is to enumerate the challenges faced by marketers in making their product available to the rural population during COVID-19. The study focuses on 25 challenges, identified from past studies, for marketing in rural areas. Along with the identification of the challenges from a literature review and marketing practices, an attempt is made to contextually relate the challenges to one another, for which three extensive focus group discussions each among six experts were conducted. After this step, Matrice d’Impacts Croisés Multiplication Appliquée á un Classment (MICMAC) analysis was conducted to plot the challenges based on driving power and dependence power. An Interpretive Structural Model (ISM) is also developed from the MICMAC analysis. This paper will allow marketers to identify and formulate an action plan based on the preference order generated from ISM to create maximum impact. Further, the research, marketing, and societal implications of the study are discussed.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"34 1","pages":"292 - 307"},"PeriodicalIF":0.0,"publicationDate":"2021-02-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2021.1884924","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45718217","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-02-19DOI: 10.1080/08911762.2021.1886384
Abiot Tsegaye Kibret, Amit Shukla
Abstract Consumer ethnocentrism has been an issue in international marketing and it has been repeatedly studied in developed economies though there are relatively fewer such studies in developing economies, particularly in Africa. Further, consumer ethnocentrism scale (CETSCALE) has been adapted without sufficient reliability, validity, and dimensionality tests in African countries. Thus, this study investigated the reliability, dimensionality, and validity of the CETSCALE in Ethiopia. The result indicated that the CETSCALE is a reliable, valid, and three-dimensional (patriotic, prosocial, and protectionist) scale in the study area. Implications of the findings and future research directions were discussed.
{"title":"Is Consumer ethnocentrism scale, CETSCALE, applicable in Africa?","authors":"Abiot Tsegaye Kibret, Amit Shukla","doi":"10.1080/08911762.2021.1886384","DOIUrl":"https://doi.org/10.1080/08911762.2021.1886384","url":null,"abstract":"Abstract Consumer ethnocentrism has been an issue in international marketing and it has been repeatedly studied in developed economies though there are relatively fewer such studies in developing economies, particularly in Africa. Further, consumer ethnocentrism scale (CETSCALE) has been adapted without sufficient reliability, validity, and dimensionality tests in African countries. Thus, this study investigated the reliability, dimensionality, and validity of the CETSCALE in Ethiopia. The result indicated that the CETSCALE is a reliable, valid, and three-dimensional (patriotic, prosocial, and protectionist) scale in the study area. Implications of the findings and future research directions were discussed.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"34 1","pages":"353 - 371"},"PeriodicalIF":0.0,"publicationDate":"2021-02-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2021.1886384","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47453257","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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