A Cross-Cultural Analysis of Ethnocentrism in China, India, and Taiwan

Pereira, A and Hsu, C C and Kundu, S (2002) A Cross-Cultural Analysis of Ethnocentrism in China, India, and Taiwan. Journal of International Consumer Marketing, 15 (1). pp. 77-90.

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This research focuses on the popular measure of ethnocentrism, CETSCALE and attempts to validate the multi-item scale in China, India, and Taiwan. LISREL is utilized to test the unidimensionality of the scale and multiple tests are used to analyze the internal consistency reliability of the scale in these countries. Further, given the cultural differences between China, India, and Taiwan, this research hypothesizes and tests for differences in ethnocentrism among consumers of these countries. The results provide useful insights for academic researchers as well as managers of multinational companies who are involved in these countries or have plans to enter them.

Affiliation: John Cook School of Business, Saint Louis University, USA
ISB Creators:
ISB CreatorsORCiD
Item Type: Article
Subjects: Business Analytics
Family Business and Wealth Management
Depositing User: LRC ISB
Date Deposited: 13 Jun 2015 10:42
Last Modified: 13 Jun 2015 20:13
URI: http://eprints.exchange.isb.edu/id/eprint/403
Publisher URL: http://dx.doi.org/10.1300/J046v15n01_05
Publisher OA policy: http://www.sherpa.ac.uk/romeo/issn/0896-1530/
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