X-Scale: a new scale to measure consumer xenocentrism
Marketing Intelligence & Planning
ISSN: 0263-4503
Article publication date: 4 October 2019
Issue publication date: 13 May 2020
Abstract
Purpose
The purpose of this paper is to create and validate a scale that measures consumer xenocentrism in developing countries, where this phenomenon is furthermost prevalent. This study aimed for the conceptualization, construct development and validation of a new scale labeled X-Scale. The theoretical framework was based on the theories of social comparison, system justification and culture.
Design/methodology/approach
This study employed a mixed-method and multi-stage research approach to investigate the domain of xenocentrism in the context of consumer behavior and subsequently develop a scale (X-Scale), while assessing its dimensionality, reliability and validity. Qualitative and quantitative techniques were used for the development of the scale. Multi-stage data from five developing countries were collected for validation purposes: Mexico, Colombia, Peru, Ecuador and China.
Findings
Results indicate that the consumer xenocentrism construct has two dimensions: foreign admiration and domestic rejection. Each dimension is comprised of five items. The reliability tests, the goodness-of-fit measures and the psychometric properties indicate a reliable construct. In addition, this study shows that consumer xenocentrism is a key predictor of consumers’ preferences for foreign brands over domestic ones.
Originality/value
This is the first empirical study on consumer xenocentrism conducted in several developing countries. The X-Scale developed here is invariant across countries and, therefore, allows for comparison among them.
Keywords
Citation
Rojas-Méndez, J.I. and Chapa, S. (2020), "X-Scale: a new scale to measure consumer xenocentrism", Marketing Intelligence & Planning, Vol. 38 No. 3, pp. 354-368. https://doi.org/10.1108/MIP-01-2019-0062
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited