A Cross-Cultural Analysis of Ethnocentrism in China, India, and Taiwan

Abstract

Abstract This research focuses on the popular measure of ethnocentrism, CETSCALE and attempts to validate the multi-item scale in China, India, and Taiwan. LISREL is utilized to test the unidimensionality of the scale and multiple tests are used to analyze the internal consistency reliability of the scale in these countries. Further, given the cultural differences between China, India, and Taiwan, this research hypothesizes and tests for differences in ethnocentrism among consumers of these countries. The results provide useful insights for academic researchers as well as managers of multinational companies who are involved in these countries or have plans to enter them.