African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4094

Full Length Research Paper

Testing the dimensionality of Consumer Ethnocentrism Scale (CETSCALE) among a young Malaysian consumer market segment

Poh-Chuin Teo1*, Osman Mohamad2 and T. Ramayah1
  1School of Management, Unviersiti Sains Malaysia, Malaysia. 2Graduate School of Business, Unviersiti Sains Malaysia, Malaysia.
Email: [email protected]

  •  Accepted: 25 November 2010
  •  Published: 04 April 2011


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