A short 8-item scale for measuring consumers’ local–global identity

The development and validation of an 8-item scale for assessing consumers’ local–global identity are described in this paper. Based on six studies of student and non-student samples from three countries, we demonstrate the psychometric properties of this scale, its reliability, and discriminant and...

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Bibliographic Details
Published in:International journal of research in marketing 2012-03, Vol.29 (1), p.35-42
Main Authors: Tu, Lingjiang, Khare, Adwait, Zhang, Yinlong
Format: Article
Language:English
Subjects:
Brand identification
Consumers
Discriminant analysis
Global product
Local product
Local–global identity
Product choice
Psychological aspects
Scale development
Studies
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Description
Summary:The development and validation of an 8-item scale for assessing consumers’ local–global identity are described in this paper. Based on six studies of student and non-student samples from three countries, we demonstrate the psychometric properties of this scale, its reliability, and discriminant and convergent validity with related constructs, such as consumer ethnocentrism, nationalism, and global consumption orientation. We also test the scale's ability to predict consumers’ preference between local and global products.
ISSN:0167-8116
1873-8001
DOI:10.1016/j.ijresmar.2011.07.003