Abstract

The purpose of this paper is to test the dimensionality of the Consumer Ethnocentrism Scale (CETSCALE). This present research assessed a two dimensionality, namely uni-dimensional and two-dimension measure, of CETSCALE in order to determine which one is better in explaining consumers’ perceptions towards domestic brands in the Malaysian context. The findings show support for the 2 component model that was proposed with good reliability values and validity assessment. Implications for researchers and practitioners are proposed based on the findings.

Key words: Consumer ethnocentrism, dimensionality, validity, reliability, perception, Malaysian brand