Journal of the Academy of Marketing Science

, Volume 23, Issue 1, pp 26–37 | Cite as

Consumer ethnocentrism: A test of antecedents and moderators

  • Subhash Sharma
  • Terence A. Shimp
  • Jeongshin Shin


This article identifies theoretical antecedents of consumer ethnocentricity and the effect ethnocentricity has on evaluations toward importing products. Hypotheses pertaining to the relationship between the identified antecedents and consumer ethnocentricity are developed based on an extensive review of the ethnocentrism and country-of-origin literatures. Also identified are factors moderating the effect of ethnocentric tendencies on consumers’ attitudes toward importing products. The hypotheses are subjected to an empirical test using data collected in Korea.


Confirmatory Factor Analysis Foreign Product Domestic Economy International Business Study Cultural Openness 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Academy of Marketing Science 1995

Authors and Affiliations

  • Subhash Sharma
    • 1
  • Terence A. Shimp
    • 1
  • Jeongshin Shin
    • 2
  1. 1.the University of South CarolinaUSA
  2. 2.Chunnam National UniversityKorea

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