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Globalization, expectations model of economic nationalism, and consumer behavior

53 citations0/0 files storedJournal of Consumer Marketing

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International Business and FDI Consumer Behavior in Brand Consumption and Identification Globalization and Cultural Identity

Abstract

Purpose – The goals of the paper are to propose, measure, and empirically test the expectations model of economic nationalism. The model posits that economic nationalism is reﬂected in people’s expectations of their government, domestic ﬁrms, and the general public, in terms of restricting the activities of foreign ﬁrms. Design/methodology/approach – A conﬁrmatory factor analysis is conducted to test the model, using the LISREL procedure. Findings – Results show acceptable ﬁt for the proposed model. Reliability of each of the three dimensions of economic nationalism is in the acceptable range. A nomological validity test showed that economic nationalism is related to other constructs not included in the model. Research limitations/implications – A limitation of the model is that it is based on a single sample. Future studies can test the generalizability of model with samples from different countries. Practical implications – The implication of the study is that increasing globalization might lead to an increase in economic nationalism. Business executives, therefore, need to focus not only on the beneﬁts that they will derive from entering a country, but also the beneﬁts they will deliver to the domestic economy by entering the country. Originality/value – The paper presents an expectations model of economic nationalism. The model is based on the premise that people’s expectations of their government, domestic businesses, and the general public in terms of their role in restricting the activities of foreign ﬁrms are reﬂective of economic nationalism. The more people expect of these three players the more economically nationalistic they will be. The value of the paper is to researchers in international business and global marketing and to business executives involved in managing global operations.

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References

1989LISREL 7 : user's reference guide 2001The Authoritarian Personality 1987Consumer Ethnocentrism: Construction and Validation of the CETSCALE 1991The use of lisrel in validating marketing constructs 1981Designing Research for Application 1992The work of nations: Preparing ourselves for 21st century capitalism 1989Toward a Measure of Patriotic and Nationalistic Attitudes 1907Folkways, a Study of the Sociological Importance of Usages, Manners, Customs, Mores and Morals

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