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

Lingjiang Tu, Adwait Khare and Yinlong Zhang

International Journal of Research in Marketing, 2012, vol. 29, issue 1, 35-42

Abstract: 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.

Keywords: Local–global identity; Scale development; Local product; Global product (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (15)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:29:y:2012:i:1:p:35-42

DOI: 10.1016/j.ijresmar.2011.07.003

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