Global replication of CETSCALE: A study of the Iranian market

Abstract

The effects of socio-cultural factors have been studied in marketing and management for years. After the expansion of globalization in the mid-twentieth century, acceptance of foreign products by customers of targeted markets has become a challenging issue for companies. Therefore, many scholars have focused on studying the impact of those factors, such as customer ethnocentrism and patriotism. This study tested the reliability and validity of CETSCALE as one of the most replicated measurements of customer ethnocentrism by conducting the research among Iranian customers. The findings of this study have supported some of the previous findings in this area that CETSCALE is multi-dimensional variables. However, the results have indicated that measuring ethnocentrism in the Iranian market have higher reliability and validity by using only 14 out of the original 17 questions. © 2012 Macmillan Publishers Ltd.