Consumer ethnocentrism: bibliometric analysis and literature review through cognitive structure and mapping of research based on web of science (WoS) and scopus

Yonfá-Medranda, Marcela; Sabando-Vera, David; Pérez-Gálvez, Jesús; Jara-Alba, Carol Article Consumer ethnocentrism: bibliometric analysis and literature review through cognitive structure and mapping of research based on web of science (WoS) and scopus Cogent Business & Management Provided in Cooperation with: Taylor & Francis Group Suggested Citation: Yonfá-Medranda, Marcela; Sabando-Vera, David; Pérez-Gálvez, Jesús; Jara- Alba, Carol (2024) : Consumer ethnocentrism: bibliometric analysis and literature review through cognitive structure and mapping of research based on web of science (WoS) and scopus, Cogent Business & Management, ISSN 2331-1975, Taylor & Francis, Abingdon, Vol. 11, Iss. 1, pp. 1-31, https://doi.org/10.1080/23311975.2024.2377320 This Version is available at: https://hdl.handle.net/10419/326427 Standard-Nutzungsbedingungen: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. 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If the documents have been made available under an Open Content Licence (especially Creative Commons Licences), you may exercise further usage rights as specified in the indicated licence. https://creativecommons.org/licenses/by/4.0/ Cogent Business & Management ISSN: 2331-1975 (Online) Journal homepage: www.tandfonline.com/journals/oabm20 Consumer ethnocentrism: bibliometric analysis and literature review through cognitive structure and mapping of research based on web of science (WoS) and scopus Marcela Yonfá-Medranda, David Sabando-Vera, Jesús Pérez-Gálvez & Carol Jara-Alba To cite this article: Marcela Yonfá-Medranda, David Sabando-Vera, Jesús Pérez-Gálvez & Carol Jara-Alba (2024) Consumer ethnocentrism: bibliometric analysis and literature review through cognitive structure and mapping of research based on web of science (WoS) and scopus, Cogent Business & Management, 11:1, 2377320, DOI: 10.1080/23311975.2024.2377320 To link to this article: https://doi.org/10.1080/23311975.2024.2377320 © 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. Published online: 15 Jul 2024. Submit your article to this journal Article views: 1844 View related articles View Crossmark data Citing articles: 6 View citing articles Full Terms & Conditions of access and use can be found at https://www.tandfonline.com/action/journalInformation?journalCode=oabm20 Marketing | review article Cogent Business & ManageMent 2024, VoL. 11, no. 1, 2377320 Consumer ethnocentrism: bibliometric analysis and literature review through cognitive structure and mapping of research based on web of science (WoS) and scopus Marcela Yonfá-Medrandaa,b,c , David Sabando-verab,c , Jesús Pérez-gálveza,c and carol Jara-albaa,c aDepartment of statistics, econometrics, operations Research, Business organization and applied economics, Faculty of Law and economic and Business sciences, university of Córdoba, Córdoba, spain; bFaculty of social and Humanistic sciences, esPoL Polytechnic university, guayaquil, ecuador; cResearch group on innovation, Management, Marketing and Knowledge economy Research (i2MaKeR), esPoL, guayaquil, ecuador ABSTRACT research on consumer ethnocentrism (ce) has increased worldwide in various academic disciplines and business sectors due to the rise of globalization and cross-border trade in goods and services. there are few studies that review the literature on ce, all of which can be improved in terms of their degree of objectivity, systematization and number of publications used. the main objective of this paper is to contribute to the academic literature on ce. a broad spectrum of 670 indexed articles from the union of woS and Scopus was used. we use r and vOSviewer to process the data. we follow a methodological organization according to the 5 w + 2H review framework, the Scientific Procedures and rationale for Systematic reviews of the literature (SPar-4-Slr) protocol. a bibliometric analysis of keyword co-occurrence in conjunction with the theory framework. context, characteristics and Methodology (tccM). there is a growing trend in scientific production, with contributions from 82 countries, 1292 authors and 281 sources, with the United States leading the way, followed by australia and india. the cognitive structure is made up of topics such as consumer ethnocentrism, country of origin, marketing strategies, branding, consumer behavior in marketing, consumer attitude, and consumer animosity. this work provides an objective and scientifically rigorous basis for reducing researcher bias in literature reviews. in addition, it improves the formulation of marketing and commerce strategies by business or public policy decision-makers. the implications and limitations of the study are presented, and future lines of research are suggested. 1. Introduction globalization has led to a significant increase in the dynamics of cross-border trade in goods and services (Borchert & Yotov, 2017). this makes it necessary for companies to study the host nation’s market before marketing a product or service (tien etal., 2019). consequently, academics and marketing experts have developed an increased interest in studies examining the interaction between regional and global factors in consumer behavior (Sobol etal., 2018). tariff and non-tariff barriers prevent the free movement of goods and services between countries (Bröcker & rohweder, 1990; Yeo & Deng, 2019). consumer ethnocentrism (ce) is one of the most persistent non-tariff barriers (Shankarmahesh, 2006), which is rooted in the belief that the purchase of foreign products harms the national economy and employment (Shimp, 1984; Shimp & Sharma, 1987). the information that this construct provides about consumer attitudes and preferences (akbarov, 2021; kilders etal., 2021) makes the study of ce relevant today for the formulation of marketing and commerce strategies (camacho et al., 2021; Das & Saha, 2017). © 2024 the author(s). Published by informa uK Limited, trading as taylor & Francis group. CONTACT David sabando-Vera [email protected] Faculty of social and Humanistic sciences, esPoL Polytechnic university, Campus gustavo galindo Km. 30.5 Vía Perimetral, P.o. Box 09-01-5863, guayaquil, ecuador. https://doi.org/10.1080/23311975.2024.2377320 this is an open access article distributed under the terms of the Creative Commons attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. the terms on which this article has been published allow the posting of the accepted Manuscript in a repository by the author(s) or with their consent. ARTICLE HISTORY received 20 January 2023 revised 6 March 2024 accepted 3 July 2024 KEYWORDS Bibliometric analysis; consumer ethnocentrism; consumer behavior; consumer research; international marketing REVIEWING EDITOR len tiu wright, De Montfort University Faculty of Business and law, leicester, United kingdom SUBJECTS consumer Behaviour; international Marketing 2M. YOnFÁ-MeDranDa etal. researchers have analyzed the implication of this construct in the framework of different industries, such as food and beverages (kilders et al., 2021; Miguel et al., 2022; wilkins et al., 2019), tourism (Stepchenkova, 2022; Stepchenkova etal., 2020), textile (correa & Parente-laverde, 2017; Zebal & Jackson, 2019), manufacturing (Herche, 1992; neese & Haynie, 2015), finance (garcía-gallego & chamorro Mera, 2016, 2018) and cosmetics (agarwal, 2022). However, although different studies have highlighted the relevance of ce as a critical factor in consumer purchasing behavior for just over three decades (alsughayir, 2013; Dogi, 2015; Stere & trajani, 2015), little attention has been paid to the knowledge of the form, evolution, and tendency of the cognitive structure of this construct; as well as, mapping the elements and drivers of the development of this field of study. there are many methodological approaches to literature reviews, each with particular characteristics for its application, depending on the objectives, data, and context to be studied (Bhukya et al., 2021) some of them, such as conceptual or theory development reviews, theory-based reviews, methods-based reviews, meta-analytic reviews, systematic reviews, framework-based reviews, bibliometric reviews, and hybrid reviews (Paul et al., 2023). examples of works that have applied some of these methods include studying exciting and captivating topics such as neuromarketing (alsharif, Salleh, abdullah, etal., 2023), consumer Behavior to be considered in advertising (alsharif et al., 2022), and Factors influencing neuromarketing (alsharif, Salleh, Hashem et al., 2023). Due to the objective set for this study, it was considered to apply a bibliometric approach. in the last five years, few literature review studies on ce have been conducted, such as those by Farah and Mehdi, (2021), Jiménez-guerrero et al., (2020) and trivedi et al., (2024) which are narrative reviews of the literature and an overview and historical overview of ce research, the work of Baber et al., (2023) and chopra and chaudhary (2022) are bibliometric studies with a limited spectrum of publications and focused only on Scopus or web of Science (woS). in addition, little attention has been given to knowledge of the form, evolution and tendency of the cognitive structure of this construct; as well as, mapping the elements and drivers of the development of this field of study. For all these reasons, we believe that a bibliographic review with a greater degree of objectivity, systematization and a broader spectrum of publications under study than the reasons that characterize the present work is necessary at this time. the main objective of this article is to contribute to the academic literature on ce through a systematic review of the literature combined with the analysis of its cognitive structure and its development as a field of study. these bibliometric methods with a broad spectrum of publications of 670 indexed articles, extracted from the union of woS and Scopus databases, and for data processing, the r and vOSviewer programs were used for their functionalities and potentialities (Morante-carballo etal., 2023). in addition, it will help public decision-makers or companies formulate commercial and marketing strategies. the following research questions are posed according to the objective above: rQ1: How has the scientific production of consumer ethnocentrism evolved? rQ2: what is the performance or contribution of authors, sources, and countries to developing research on ce? rQ3: what is the distribution of scientific production on ce in the different scientific fields? rQ4: what thematic groups constitute the cognitive or intellectual structure of the ce field? rQ5: How have concepts related to ce emerged over the years? rQ6: what are the directions for future research related to ce? For the methodological organization of this work, a 5 w + 2H review framework relative to the research questions was followed (Xie et al., 2017). to organize and systematize the initial data search and processing process, an adaptation of the Scientific Procedures and rationales for Systematic literature reviews (SPar-4-Slr) protocol (Paul et al., 2021) and the procedure for bibliometric analysis were followed (Donthu et al., 2021; Zupic & Čater, 2015). in addition, we use content analysis through bibliometric keyword co-occurrence analysis to identify research gaps and future lines of work integrated with the tccM framework (Jebarajakirthy et al., 2021; Paul & rosado-Serrano, 2019). the tccM framework helps identify underlying gaps in a research domain along four dimensions: theory development, context, characteristics, and Method (Srivastava etal., 2020). cOgent BUSineSS & ManageMent 3 the results offer a nuanced picture, on the one hand, regarding the evolution of the ce field of study, in the first period (1984–1999), it has a behavior of low scientific production (3. 28%), basically focused on the evaluation of the applicability of ce in several countries, mainly through the famous scale called cetScale (Makanyeza & du toit, 2016; Sulphey & Faridi, 2020); in the second period (2000–2009) it has a production with linear behavior (16.12%) addressing topics such as the exploration of its antecedents (Jain & Jain, 2013; klein & ettensoe, 1999; Sharma et al., 1995); it is from the third period (2010–2021) that the growth of scientific production takes an exponential behavior (80.60%), in topics related to its consequences (Pentz et al., 2017; Sahagun et al., 2019), its moderating variables (alam et al., 2022); as well as its moderating effect (teng, 2019). Similarly, ce has been studied along with other constructs, such as consumer animus (Danilwan et al., 2020; Fernández-Ferrín & vilela, 2015), cosmopolitanism (r. lee & Mazodier, 2015; Zeugner-roth and Žabkar, 2015), patriotism (Balabanis et al., 2001; rybina et al., 2010) and xenocentrism (Diamantopoulos, Davydova, etal., 2019; gaur etal., 2015). also, with a sociocultural perspective, studies were extended to various parts of the world, both in developed and emerging countries (Sharma, 2011; Strizhakova etal., 2012; Zeren etal., 2020). For example, the United States (Balabanis & Siamagka, 2017; Bizumic, 2019), United kingdom (wang et al., 2018), china (Han & guo, 2018; Mainolfi, 2020), india (Das & Jebarajakirthy, 2020), Poland (Bryła, 2021), australia (Poelmans et al., 2022), South africa (kibret & Shukla, 2021), and Brazil (Durço etal., 2021). On the other hand, ce has been associated with topics such as ‘country of Origin’, ‘Marketing Strategies’, ‘Branding’, ‘consumer Behavior in Marketing’, ‘consumer attitude’, and ‘consumer animosity’. in addition, several research gaps were recognized, such as increasing the application of the studies to more countries and regions around the world and in various industries and economic sectors, the development of marketing strategies, the use of other approaches in methodological designs such as longitudinal ones, and the changes in behavior due to the cOviD-19 health crisis. the contributions and applications of this work are manifold. Firstly, to support researchers, to provide an objective, scientifically rigorous basis, and to reduce researcher bias in ce literature reviews (Zupic & Čater, 2015). Secondly, to improve the formulation of marketing and trade strategies by public policy or business decision-makers by gaining a deeper understanding of the cognitive basis and structure of ce (Mukherjee etal., 2022). Finally, to recognize current issues associated with the conceptual domain of ce (Ortega-egea & garcía-de-Frutos, 2021). the study is structured as follows. the second section explains the methodological arrangement followed. in the third section, the results obtained are presented. Finally, the fourth section discusses the findings, their theoretical and practical implications, and the study’s limitations and suggests future lines of research. 2. Methodology to achieve the objective of this article, which is to contribute to the academic literature on ce through a systematic review of the literature combined with the analysis of its cognitive structure and its development as a field of study, and at the same time maintain a methodological organization, we follow an adaptation of the Scientific Procedures and rationales for Systematic literature reviews (SPar-4-Slr) protocol (Paul etal., 2021), combined with the bibliometric analysis procedure (Donthu etal., 2021; Zupic & Čater, 2015). in addition, for the determination of gap research and future lines of research, we used bibliometric content analysis through the co-occurrence of keywords. to carry out any literature review or treatment, as in the case of this work, the methodology to be used must guarantee careful planning, coherence in implementation, and transparency that allows replication; these characteristics are met by the SPar-4-Slr protocol. this guide consists of three stages and six sub-stages: i. Assembling a. identification: Domain, research question, source type and source quality b. acquisition: Search mechanism and material acquisition, search period, search keywords and total number of articles returned from the search 4M. YOnFÁ-MeDranDa etal. iii. Arranging a. Organization: Organization codes, organization framework b. Purification: article type excluded, article type included iii. Assessing a. evaluation: analysis method, agenda proposal method b. reporting: reporting conventions, limitations, sources of support Bibliometric methods were used, which allow the quantitative evaluation of scientific articles on a specific topic (Mukherjee et al., 2022), in this case ce. this methodological approach has been applied to understand the cognitive structure of many knowledge disciplines, such as neuromarketing (alsharif, Salleh, alrawad, et al., 2023; Pilelienė et al., 2022), innovation (Sabando-vera et al., 2022), hydrology (carrión-Mero et al., 2021), finance (goyal & kumar, 2021), among others, also, in combination with systematic literature review techniques, PriSMa neuromarketing topics (alsharif, Salleh, abdullah, etal., 2023; Pilelienė etal., 2022). an essential characteristic of bibliometric studies is that they follow a formal and rigorous methodology, which allows them to provide reliable and quality analyses (Zupic & Čater, 2015). the methodology followed was based on scientific mapping using bibliographic methods based on a quantitative approach that allows mapping the cognitive structure and development of scientific fields and disciplines. in this work, Zupic & Čater (2015) and (Donthu et al., 2021) recommend the workflow for the application of mapping and bibliometric methods. an essential application of bibliometrics studies is to evaluate the cognitive structure of an academic discipline through a set of tools that serve to measure text and information from publications related to authors, affiliations, citations, and keywords, among others (Donthu etal., 2021; Ziegler, 2009). within the methodology of research evaluation, bibliometric methods have become great allies of researchers because, through their use, it is possible to explore the various aspects of a specific topic and enable the unveiling of its intellectual structure (Zupic & Čater, 2015). Furthermore, bibliometric mapping allows the exploration of author and journal networks, as well as the various theoretical frameworks, trends, and future lines of research within an academic field (De Bellis, 2009; ellegaard & wallin, 2015; Fetscherin & Heinrich, 2015; koenigsmarck and geissdoerfer, 2021). to determine and analyze the research of gaps that could be considered as topics for future research, we performed a content analysis of several key publications using the bibliometric method of keyword co-occurrence; this is a technique that allows us to examine the actual content of the publications in each thematic group that it classifies (Donthu et al., 2021), considering that when words appear frequently in documents, the concepts are consequently related (Zupic & Čater, 2015). in other words, this analysis provides nomological clarity about the constructs and networks that connect it in the field of study (Mukherjee et al., 2022). in addition, we use content analysis through bibliometric keyword co-occurrence analysis integrated with the tccM framework (Jebarajakirthy etal., 2021; Paul & rosado-Serrano, 2019). the tccM framework helps identify underlying gaps in a research domain along four dimensions: theory development, context, characteristics, and method (Srivastava et al., 2020). this study is subdivided into three parts: (i) scientific development, which provides information on the evolution of scientific production along with the most prominent authors and sources; (ii) academic structure, which reveals the lines of research, the intersection between authors, countries, and keywords, as well as the frequency of the main topics; and (iii) literature review, which shows the research gaps and lines of research for future research, taking into account the most relevant and current articles in each group. 3. Results Figure 1 illustrates the methodology proposed in this study following the SPar-4-Slr guidelines and the recommendations for bibliometric mapping. its structure comprises three phases: (i) assembly, (ii) arrangement, and (iii) assessing, and six sub-phases: i) identification, ii) acquisition, iii) Organization, iv) Purification, v) evaluation, and vi) reporting. cOgent BUSineSS & ManageMent 5 3.1. Assembling: Identification and adquisition this study aims to analyze the cognitive structure of the academic field of consumer ethnocentrism. to achieve this, we answer the following research questions that guide this work. rQ1: How has the scientific production of consumer ethnocentrism evolved? rQ2: what is the performance or contribution of authors, sources, and countries to developing research on ce? rQ3: what is the distribution of scientific production on ce in the different scientific fields? rQ4: what thematic groups constitute the cognitive or intellectual structure of the ce field? rQ5: How have concepts related to ce emerged over the years? rQ6: what are the directions for future research related to ce? Bibliometric methods use quantitative techniques to describe, evaluate, and monitor published research in a field of study (Zupic & Čater, 2015); in this work, we decided to consider publications on ce in all types of journals. Moreover, bibliometric studies require a database that is accessible and reliable (Sabando-vera et al., 2023). the primary databases in the academic world are Scopus and woS (Powell & Peterson, 2017). Both were selected for this study because they have a high-quality content review, which makes their information reliable (Martín-Martín et al., 2018). also, they provide exhaustive Figure 1. the protocol sPaR-4-sLR. 6M. YOnFÁ-MeDranDa etal. coverage of various disciplines at a global and regional level (Singh et al., 2021). therefore, both databases have quality indicators (Herrera-Franco etal., 2022) and a personalized information search; in turn, their algorithms offer high precision and recall (Pranckutė, 2021). in addition, they offer metadata on scientific articles. Finally, peer recognition and adoption of these databases boost the legitimacy and significance of research findings in the scientific community. 3.2. Arranging: Organization and purification Data were extracted from both databases in September 2022, using the search parameters so that ‘consumer ethnocent*’ could appear in the title, abstract, or keywords (Donthu et al., 2021), which allowed the following search equation (topic search): tS = title-aBS-keY ‘consumer ethnocent*’). therefore, the term ‘consumer ethnocent*’ was considered a search criterion, given that it is known as consumer ethnocentrism and consumer ethnocentric tendencies. no other search criteria were selected because the literature review revealed similar constructs (e.g. consumer animosity and country of origin) but not the same as ce; despite this, researchers have distinguished them (klein & ettensoe, 1999; Shimp, 1984; Siamagka & Balabanis, 2015). thus, using this selection, the database of this intellectual structure can be constructed. as a result of the search for the publications, it was observed, on the one hand, that the first publication occurred in 1984, and on the other hand, given that 2022 is the current year within the study period, only articles published until 2021 were selected, so that the data are not incomplete or poorly consolidated, which would compromise the integrity and precision of the bibliometric analysis. consequently, the data acquisition period was between 1984 and 2021. Subsequently, three search criteria were incorporated to process and refine the information collected. the inclusion criteria were: (i) the documents are strictly articles, thus ensuring the quality of the information since these writings are classified as ‘certified knowledge’ due to their peer review (niñerola etal., 2019); and (ii) the articles are written in english since this is the predominant language in scientific dissemination (carrión-Mero et al., 2021; cisneros etal., 2018). Meanwhile, the exclusion criterion is due to the non-participation of articles whose year of publication is 2022 since that is the year of analysis execution, thus ensuring that the data are complete and consolidated to maintain the integrity and accuracy of the bibliometric analysis. regarding the data, with the first topic search search, 1,189 publications were obtained (578 from Scopus and 611 from woS). Subsequently, using the inclusion and exclusion criteria, 195 records were eliminated (121 from Scopus and 74 from woS). compiling the files included various formats to process the data, such as comma-separated values, Bibtex (Scopus), and plain text (woS). the merging of both databases through the Bibliometrix library resulted in 310 duplicate records (documents in both databases). notably, due to the variety of subject areas, the quartile quality of the journals, and the completeness of the information in woS (Baas et al., 2020; campbell etal., 2010; van eck & waltman, 2010), this study used the information from this database to record the 310 duplicate articles. Data processing then involved a final review, removing records missing author names, titles, and years of publication, resulting in 14 inconsistencies in the removed woS formats. consequently, 670 articles form the final database for the production graphs of the best authors over time, the most relevant sources, the frequency of scientific production by country, the author’s keyword analysis, and the literature review. On the other hand, the study of subject areas included their academic distributions using the 457 Scopus documents and the 523 woS articles. However, at the end of the processing and data cleaning, 670 articles were obtained. therefore, this information refers to 310 articles from both databases, 147 from Scopus alone and 213 from woS (Figure 2). in the first phase of the search, 457 articles were from Scopus and 537 from woS explicitly related to ce. However, at the end of the processing and data cleaning, 670 articles were obtained. therefore, this information refers to 310 articles from both databases, 147 from Scopus alone and 213 from woS (Figure 2). Based on the data merging achieved during the creation of the two databases, table 1 presents a summary of the data used in the corresponding studies. this article used two software packages to carry out the analyses: i. r Software: it is free to access software for statistical computing as it offers a wide variety of libraries designed for statistical analysis (chambers, 2008; ripley, 2001). it is a software that faces challenges cOgent BUSineSS & ManageMent 7 in terms of time and memory efficiency when faced with large amounts of data; however, its developers make continuous improvements to address this problem (Huang et al., 2018). this research used r Studio version 4.1.2 and the Bibliometrix library since they offered an excellent advantage for merging databases and automatically cleaning records (caputo & kargina, 2022; Derviş, 2019). in addition, this package offers the Biblioshiny application, a web interface that facilitates the analysis of bibliometric data (cuccurullo et al., 2016). Furthermore, the program facilitates the utilization of visually appealing graphs that offer insights into the relationships between variables and enable the recognition of patterns, such as the three-field diagram. ii. vOSviewer: it is open-access software that has been widely praised for its ability to create and visualize bibliometric networks in a variety of scientific areas (guo etal., 2019; león-castro et al., 2021; liao et al., 2018), although it faces some technical challenges. among these challenges is the limitation in managing networks with more than ten thousand nodes due to the technical characteristics of current computers (van eck & waltman, 2014). Overcoming this obstacle requires careful data selection and applying techniques that optimize visualization quality. Furthermore, to improve the consistency of the data and the interpretation of the generated networks, the use of specialized thesaurus is recommended (Mcallister et al., 2022). Despite these challenges, the usefulness and versatility of vOSviewer make it an invaluable tool for exploring and understanding cognitive structure in specific academic areas (van eck & waltman, 2010). 3.3. Assessing: Evaluation and reporting the analysis of the data consists of 3 stages: (i) scientific development, which shows the evolution of scientific production, as well as of the authors, leading journals and most productive countries; Figure 2. total number of documents collected in the databases. Table 1. general information based on the two bases merger. Ítems Quantity General Information Documents 670 sources (Journals, Books, Conferences) 281 average years from publication 8 average citations per documents 37.19 average citations per year per documents 131.44 author’s Keywords 1358 Author’s information authors 1292 author of single-authored documents 88 authors of multi-authored documents 1204 Author’s collaboration single-authored documents 99 Documents per author 0.519 Co-authors per documents 2.63 international co-authorships (%) 12.99 14 M. YOnFÁ-MeDranDa etal. cluster i (red colour), ‘Consumer ethnocentrism’, comprises 12 nodes with 412 occurrences. these articles are identified by exploring consumer ethnocentrism (Balabanis & Diamantopoulos, 2004; cleveland etal., 2009; P. Sharma, 2011b). therefore, they primarily present case studies where the scholars measure ce through the scale proposed by Shimp & Sharma, (1987) called cetScale, as well as aspects concerning its reliability, validity, and dimensionality. these studies used samples from different countries such as india (adnan, 2017; Bawa, 2004), the czech republic, Hungary (lindquist et al., 2001), Poland (Bryła, 2021; lindquist et al., 2001), Morocco (Hamelin et al., 2011), north cyprus (nadiri & tümer, 2010), israel (Shoham & Brencic, 2003), turkey (acikdilli etal., 2018), South africa (kamwendo etal., 2014; Pentz etal., 2013), Spain (Fernández-Ferrín & vilela, 2015), ethiopia (kibret & Shukla, 2021), among others. in addition, some research accompanies this measurement along with country image (ercan, 2010; Stepchenkova et al., 2018; Sulhaini, 2016; Xin & Seo, 2019). cluster ii (green colour), called ‘Country of Origin’, comprises 11 nodes with 267 occurrences. the documents belonging to this cluster contain information on the country of Origin (cOO) concept. this phenomenon is usually studied together with consumer ethnocentrism (chryssochoidis etal., 2007; Fischer & Zeugner-roth, 2017; kinra, 2006), animosity (Funk et al., 2010; nakos & Hajidimitriou, 2007), national attachment (Stepchenkova et al., 2020), and economic nationalism (cheah & Phau, 2015; Mort & Duncan, 2003). notably, considerable literature explored the interaction between ce and country of Origin to examine how they influence the purchase process (Balabanis & Diamantopoulos, 2004; Balabanis & Siamagka, 2017; Sharma, 2011a). cluster iii (blue colour), ‘Marketing strategies’, comprises ten nodes with 78 occurrences. as companies have expanded their reach from local to international markets, consumers have a wide range of purchasing possibilities (nadiri & tümer, 2010). as a result, marketers need to understand consumers better to develop effective marketing strategies (kaynak & kara, 2002; nguyen & Pham, 2021). For this reason, these articles characteristically focus their research on the formation of marketing strategies (lucian, 2017; Polfuß, 2021; Song et al., 2018; wilkins et al., 2019), specifically on the development of market segmentation strategies (Prince etal., 2016; riefler etal., 2012). Furthermore, to obtain this information, scholars examine various consumer perceptions and attitudes that provide clues about their acceptance of foreign products. therefore, some scholars studied socio-psychological variables linked to nationalism and globalism (chun, 2020), such as ethnocentric and cosmopolitan orientations (gadi Djou et al., 2020; Hakan altintaş & tokol, 2007; Prince et al., 2020; Spillan etal., 2008). cluster iv (yellow colour) ‘Branding’ comprises nine nodes with 195 occurrences. the publications in this cluster focus on the study of branding (Ma et al., 2019; veloutsou & taylor, 2012), both globally and locally (alden et al., 2013; Mohan et al., 2018; riefler, 2020), with a particular focus on brand loyalty (chaudhry et al., 2020; eng et al., 2016; r. k. Srivastava, 2017). Similarly, under a globalised context, authors investigate the effects of brands and their antecedents, including ethnocentrism and nationalism (castelló & Mihelj, 2018; Strizhakova et al., 2008). it is worth noting that many articles belonging to this cluster explore ethnocentrism under a consumer context when the construct ‘consumer ethnocentrism’ was just being introduced in the academic world; therefore, the authors chose ‘ethnocentrism’ as a keyword (Javalgi et al., 2005; kinra, 2006; lu wang & Xiong chen, 2004). cluster v (purple colour), ‘Consumer behavior in Marketing’, comprises nine nodes with 191 occurrences. the papers in this cluster present relevant information on consumer behavior in marketing under a globalisation context (cleveland et al., 2013; gonzalez-Fuentes, 2019; Suh & kwon, 2002). therefore, several articles focus their research on consumer ethnocentrism in international marketing (Balabanis & Diamantopoulos, 2004; nakip & gökmen, 2017; verlegh, 2007; Yoo & Donthu, 2005). Similarly, some studies explore ce along with other dispositional constructs such as cosmopolitanism (Jin et al., 2015; Zeugner-roth etal., 2015), patriotism; understood as the feeling that human beings have for their native or adopted land to which they feel linked by specific values, affections, culture and history (P. Sharma, 2015), and materialism (cleveland et al., 2009; Das & Mukherjee, 2019). cluster vi (light blue colour), ‘Consumer Attitude’, comprises seven nodes with 62 occurrences. Some of these studies focus on consumer attitudes towards purchasing local and foreign goods (kaynak & kara, 2002; Stamule, 2018); so the authors explore national identity (cleveland et al., 2016). Similarly, these publications investigate topics influencing consumers’ purchasing behavior, such as cultural cOgent BUSineSS & ManageMent 15 openness (Dmitrović & vida, 2009; Fernández-Ferrín & Bande-vilela, 2013) and perceived quality (gammoh et al., 2015; Souiden et al., 2018; Yen, 2018). cluster vii (orange colour), ‘Consumer Animosity’, contains five nodes with 59 occurrences. the papers of this cluster study the construct of consumer animosity, which is usually studied together with consumer ethnocentrism (chaudhry et al., 2020; klein & ettensoe, 1999; lee et al., 2021; Shoham & gavish, 2016). Similarly, publications examine how these phenomena can influence consumer behavior regarding their judgements towards the product (Shah etal., 2021) and their willingness to buy (Danilwan et al., 2020; Mrad et al., 2014; Souiden et al., 2018). the following section 3.3.7 provides an answer to research question 5, rQ5: How is the emergence of concepts related to ce over the years? 3.3.7. Keyword frequency this analysis shows the frequency of the main themes that enabled the development of the chosen field of study (Figure 9). the node in this section is placed in the year with the highest frequency and considers terms that appear in at least five studies. the data show that scientific progress in studying consumer ethnocentrism stems from research on international marketing activities in transition economies. consequently, the studies explored consumer behavior and perceptions towards the quality of foreign products and brands. Subsequently, the work focused on the phenomenon of biased consumers choosing domestic over international products when they became aware of the country of origin of the goods. this observation gave way to exploring consumers’ attitudinal and identity dispositions, such as animosity, ethnocentrism, materialism, national attachment, patriotism and cosmopolitanism. these dispositions influence their perceptions and purchasing decisions of domestic and foreign products. the following section 3.3.8 provides an answer to research question 6, rQ6: what are the directions for future research related to ce? 3.3.8. Literature review of author keywords clusters this section shows the research gaps identified by the authors of the most recent scientific papers related to the most frequently occurring keywords in each cluster. the review presents the most representative papers in each cluster (1 to 3 publications), examining 16 papers. this is a technique that Figure 9. the trend of Keywords by year of the scientific field. 16 M. YOnFÁ-MeDranDa etal. allows us to examine the actual content of the publications in each thematic group that it classifies (Donthu et al., 2021), considering that when words appear frequently in documents, the concepts are consequently related (Zupic & Čater, 2015). in other words, this analysis provides nomological clarity about the constructs and networks that connect it in the field of study (Mukherjee etal., 2022). we took these 16 relevant papers as a basis for content review and suggested future research directions related to ce using the tccM framework (Jebarajakirthy et al., 2021; Paul & rosado-Serrano, 2019). this framework helps to identify the underlying gaps in a research domain along four dimensions: theory development, context, characteristics, and method (S. Srivastava et al., 2020). 3.3.8.1. Suggestions for future research directions on theory development.Strategic Marketing Studies: as found in this article, ce is important within marketing; therefore, it would be interesting for researchers to examine the effectiveness of developing market segmentation strategies based on consumers’ ethnocentric attitudes (Blazquez-resino etal., 2021). Moreover, the authors could explore the prevalence of ethnocentric attitudes in social media and digital marketing contexts to develop marketing strategies (Sun et al., 2021). Studies on changes in consumer behavior: the cOviD-19 health crisis has altered consumers’ attitudes, intentions and purchasing patterns. therefore, new research could explore changes in ethnocentric behavior and attitudes in the wake of the pandemic (verma & naveen, 2021). in summary, we suggest conducting future studies on changes in ethnocentric attitudes and consumer behavior in the wake of the cOviD-19 pandemic: the cOviD-19 pandemic has had a profound impact on consumer behavior and views regarding globalization and intercultural engagement. companies that want to adapt to a changing market environment and become more robust to future crises can learn a lot from how the epidemic has affected ethnocentric views and customer behavior. we also suggest conducting research that explores the development and effectiveness of marketing strategies involving ce: Understanding how to manage customer ethnocentrism can be critical to the success of companies as they strive to differentiate themselves in increasingly competitive markets. researching the development and implementation of marketing strategies that address ethnocentric views can help businesses improve their brand positioning and attract customers from other cultures. 3.3.8.2. Suggestions for future research in this context.Worldwide research: Scholar could investigate ce in new countries and even conduct studies at the regional level (Blazquez-resino etal., 2021; Ostrovskiy etal., 2021). likewise, extend studies to the national level using samples from different cities to improve the generalisability of the results (chaudhry et al., 2020; Muchandiona et al., 2021). On the other hand, authors in future research need to distinguish country of Origin categories, i.e. take into account different terms about the processing nation, the country of raw materials, the country of Origin of the brand and the country of corporate ownership (Bryła, 2021). in summary, we suggest conducting global ce research in new countries, cities, and regions: globalization has increased cross-cultural interaction and exposure to global commodities and advertising. Organizations looking to expand across the globe must recognize the differences in customer ethnocentrism across geographic regions and adjust their marketing strategies appropriately. 3.3.8.3. Suggestions for future research direction on the characteristics.In-depth studies using additional variables: researchers could conduct a more rigorous exploration of the ce by taking into account the effect of demographic variables, such as age (H. M. lee etal., 2021), ethnicity (Bizumic, 2019), migration groups (ashaduzzaman etal., 2021) and cultural dimensions (areiza-Padilla & Manzi Puertas, 2021; Čvirik, 2021; khouaja, 2021). in fact, domestic producers can use demographic variables as a basis to establish market segments (inoni et al., 2021). additionally, the study of the country of origin effect can extend by taking into account the various relationships between factors, such as the components of product evaluation, brand and customer orientation (Samiee & chabowski, 2021). Similarly, scholars could apply different predictors, such as socio-psychological, economic and political predictors (Ostrovskiy et al., 2021). Furthermore, scholars could differentiate between national and personal animosity and use dimensions involving animosity, e.g. economic and political aspects (H. M. lee etal., 2021). cOgent BUSineSS & ManageMent 17 Heterogeneous studies: Future research could further study ce and country of Origin in specific brands, products and services in various industries as well as new economic sectors (Boca, 2021; khouaja, 2021; H. M. lee etal., 2021; Ostrovskiy et al., 2021; Sun et al., 2021). in summary, we suggest exploring new studies on ce in various products, services, brands, and industries: the provenance of a product or service can significantly influence consumers’ perceptions of quality, authenticity, and value. examining the relationships between place of origin and consumer ethnocentrism in different consumption scenarios can provide important insights into how companies can promote their brands and products in international markets. we also suggest studies on new variables and additional predictors to estimate their effect and relationships with ce and use these variables for market segmentation. companies can improve their market segmentation strategy by recognizing and analyzing factors that affect customer ethnocentrism and home country attitudes. the use of variables disaggregated into dimensions can also help to better understand customers’ attitudes and behaviors about the country and origin of items. 3.3.8.4. Suggested directions for future research on methodology.Design Research: Most researchers conduct cross-sectional studies; however, it is necessary to conduct longitudinal studies in order to enable the observation of cause-and-effect relationships between variables (ashaduzzaman et al., 2021; chaudhry et al., 2020). On the other hand, new research can employ qualitative techniques to directly communicate customer opinions and their applicability to different businesses (areiza-Padilla & Manzi Puertas, 2021). in summary, we suggest the application of longitudinal studies and qualitative techniques to communicate consumer perceptions: long-term studies allow us to see how customer opinions and behaviors evolve, which is especially relevant in a dynamic environment such as global marketing. in addition, qualitative methodologies can provide a more complete and comprehensive understanding of consumers’ beliefs and motives regarding ethnocentrism and country of origin. 4. Discussion Based on the search criteria, this study incorporated information from combining two databases, Scopus and woS. However, the articles downloaded from these databases contain certain discrepancies, requiring extensive cleaning of each format and missing information and duplicates. For this reason, this paper adopted rigorous data-cleaning techniques used by various authors to ensure the quality and reliability of the results on consumer ethnocentrism (ce). this scientific article examines the body of research on ce using bibliometric techniques to reveal the intellectual structure, trends and lines of research on this topic of study. according to our results, in the 38 years of consumer ethnocentrism research, a gradual increase in literary production has been observed through the contribution of 82 countries on five continents. the high productivity of the United States, australia, india, Spain, United kingdom and the United States stands out, with 426 publications. the supremacy of the United States relies on the fact that research into the phenomenon of ethnocentric attitudes was carried out in this country by Shimp (1984), who explored the behavior of american consumers in the presence of imported goods. in addition, according to a 2015 consumer reports survey conducted in the United States, 8 out of 10 consumers prefer to buy a product manufactured in this country; even 60% of customers would be willing to pay 10% more for a domestic product. this type of behavior, therefore, makes it attractive for researchers to study this phenomenon. Similarly, a total of 1292 authors participated in the study, with M. Prince and P. Sharma and M. cleveland, who showed a predominance of production in the scientific field and associated nations with exceptionally high numbers of papers and citations. in addition, these authors have extensive research experience. Prince is the author of six books and some 50 scientific articles and has taught graduate courses in marketing, consumer behavior and advertising. Prince also provides analytical advice to research companies. P. Sharma is ranked among the top 2% of researchers worldwide and focuses on international marketing and cross-cultural consumer behavior. Finally, cleveland has taught several graduate and undergraduate courses in marketing, specifically on the theory and methodology of consumer behavior. He is also an associate editor of international Marketing review and serves on the boards of several other journals. 18 M. YOnFÁ-MeDranDa etal. according to the literature, more than 50% of the publications are from the ‘Business’ area, with the Journal of international consumer Marketing, asia Pacific Journal of Marketing and logistics, and Journal of Business research being the journals that publish these articles most frequently. these journals stand out because their aim and scope involve consumer behavior research and applications to develop marketing strategies. in this way, these journals contribute to the dissemination of information aimed at researchers, consultants and executives so that interested people can access the research findings that lie in the reality of the business world. On the other hand, the analysis of the co-occurrence of the authors’ keywords provided insight into the various topics involved in the study of ce, seven being the most prominent: consumer ethnocentrism (red cluster), country of origin (green cluster), marketing strategies (blue cluster), branding (yellow cluster), consumer behavior in marketing (purple cluster), consumer attitude (sky-blue cluster), and consumer animosity (orange cluster). notably, the keyword frequency analysis statistics demonstrate that research on international marketing operations in transition economies has contributed to academic progress in studying consumer ethnocentrism. additionally, the literature review of the author’s keywords enabled the analysis of the gaps and possible lines of research of various works related to consumer ethnocentrism. this analysis marked the need to expand the study of ce at a global level using various goods from new industries and other research designs that enrich the findings presented. likewise, the literature showed the need to explore other variables that allow for a deeper study and the possibility of conducting research that examines the formulation and application of marketing strategies in more detail. Finally, considering the recent cOviD-19 pandemic, there is a latent demand for knowledge about changes in consumer behavior. in general terms, this paper analyses the whole cognitive structure of consumer ethnocentrism and its issues of interest, such as intellectual basis, frameworks, and lines of research that contribute to the study of marketing and consumer behavior theory. in conclusion, this research includes an analysis of the cognitive structure of the academic field of consumer ethnocentrism using bibliometric tools to explore 670 articles indexed in Scopus and web of Science. the analyses showed a gradual increase in scientific output over the 38 years of research, with linear output in the first 26 years (1984–2009) and exponential growth since 2010. according to this scientific advance, in the last 16 years (from 2006 to 2021) 89.40% of literary production has been disseminated. in addition, the collaboration of 1292 authors, 82 countries and 281 journals that have made possible the constitution of the intellectual base of ce stands out. in addition, the academic structure indicates an intellectual approach of 1358 keywords. 4.1. Theoretical and practical implications On the theoretical implications, this study contributes to the scientific community by exploring the intellectual structure of consumer ethnocentrism, with an objective discovery of the thematic or knowledge groups with which the ce is related for its theoretical development. in addition, it presents outstanding information on author networks, topics, and related topics of study that constitutes a guide for new scholars who wish to know preliminary data on this topic. it also allows us to recognize knowledge gaps and locate future lines of research, stimulating the theoretical development of the ce field. in all scientific work, the literature review is a fundamental element for advancing the field of study, in this case, ce. therefore, this work of synthesis of the results of past research provides an important basis for the theoretical foundation and guidance of future studies on this topic. On the practical implications, we determined a series of bibliometric metrics that measure the levels of scientific production, productivity, and impact of authors, countries, and journals, allowing researchers to evaluate and build networks of academic scientific collaboration around the field of ce. in addition, these metrics, bibliometric mapping, and literature review constitute an essential tool for decision-makers to design public and business policy strategies where ce is related, with greater objectivity. 4.2. Limitations of the study and future research it is necessary to express that this research has some limitations when considering. all inclusion and exclusion criteria generate limitations to the work, despite their practical and methodological validity; cOgent BUSineSS & ManageMent 19 on the one hand, the concentration of the use of works published in two databases (web of Science and Scopus) and the delimitation of the type of document (article and review article). therefore, for future research, we will consider the limitations mentioned above in order to expand the documentation of this academic field. On the other hand, although a combination of bibliometric, mapping and content analysis techniques was adopted in this study; in addition, the integration of the general SPar-4-Slr protocol and the 5 w-2H and tccM frameworks, other qualitative and quantitative analysis methods could be included in future work. explore in various products, services, brands, and industries. conduct studies on changes in ethnocentric attitudes in the wake of the cOviD-19 pandemic. Acknowledgments this study was supported by the research project of the eSPOl University (escuela Superior Politécnica del litoral): ‘el etnocentrismo del consumidor como un enfoque de comprensión del comportamiento del consumidor ecuatoriano’ (ethnocentrism as an approach to understanding ecuadorian consumer behavior) with code no. ciec-gi-i2Maker-201- 2020. the authors appreciate the anonymous reviewers for their suggestions. Author contributions Marcela Yonfá-Medranda: conceptualization, Methodology, Formal analysis, investigation, writing - Original Draft, writing - review & editing, Supervision, visualization, validation David Sabando-vera: conceptualization, Methodology, Supervision, Data curation, visualization, validation Jesús Pérez-galvez: conceptualization, Supervision, validation carol Jara-alba: Supervision, validation. Disclosure statement the authors declare no conflict of interest. Funding this research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors. About the authors Marcela Yonfá-Medranda, Ph.D candidate for the cordoba University, Spain, is a specialist in Marketing Management and commercial Management. She is a lecturer in Marketing and Management. She is member of the research group innovation, Management, Marketing and knowledge economy research (i2Maker). Her research is oriented towards the area of Strategic Marketing and consumer Behavior. OrciD iD: 0000-0002-6176-6670, my[email protected] David Sabando-Vera, Ph.D., is a specialist in Business Management, analysis and Management of Science, and technology and telecommunications economics. He is a lecturer in innovation Management and research Methodologies. He is the coordinator of the research group innovation, Management, Marketing and knowledge economy research (i2Maker). His research is oriented towards the area of innovation and technology Management and Quantitative Methods applied to research. Jesús Pérez-Gálvez is PhD at the University of cordoba, Spain. His graduate studies are in economics and Finance. He is now Professor in applied economics. He is the author of more than 25 research papers of national and international interests such as annals of applied economics, Mediterranean Journal of Social Science and tourism and Management Studies. He has also written six books as co-author and two of his own authorship. His main interests are in applied economics, Statistics, econometrics and Business Management. the research interest is related to the analysis of tourism and cultural activities in the economic development. Carol Jara-Alba is a PhD from the University of córdoba (UcO), Spain. Her postgraduate studies are in Marketing and Foreign trade at the escuela Superior Politécnica del litoral (eSPOl) in ecuador. She is currently a researcher in the research group SeJ-670 in Quantitative Methods in economics, Finance and Business at UcO. Her main interests are applied economics and Migration. 20 M. YOnFÁ-MeDranDa etal. ORCID Marcela Yonfá-Medranda http://orcid.org/0000-0002-6176-6670 David Sabando-vera http://orcid.org/0000-0001-5097-4653 Jesús Pérez-gálvez http://orcid.org/0000-0002-6204-2412 carol Jara-alba http://orcid.org/0000-0003-1365-4735 References acikdilli, g., Ziemnowicz, c., & Bahhouth, v. 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