An Assessment of the CETSCALE in a Developing Country

Abstract

Researchers have been exhorted to test the psychometric properties of instruments used in cross cultural studies and ascertain their validity and reliability in order to make the results emanating from the use of such instruments generalisable. This study answers such a call for rigorous evaluation of the psychometric properties of cross-national measures that are valid and reliable. The study reports the findings of an assessment of the psychometric properties of the consumer ethnocentric tendencies scale (CETSCALE) in the developing West African country of Ghana. More specifically, the study explores CETSCALE's unidimensionality, internal consistency, and discriminant validity. The findings of our study are both consistent and inconsistent with the extant literature. In particular, while our analysis indicates that the CETSCALE is internally consistent and exhibits discriminant validity, it is not unidimensional as has been reported in earlier studies. Marketing and research implications of the study are suggested.

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