Consumer ethnocentrism: What we learned and what we need to know? – A systematic literature review

Baber, Ruturaj; Sankpal, Shilpa; Baber, Prerana; Gulati, Chanda Article Consumer ethnocentrism: What we learned and what we need to know? – A systematic literature review Cogent Business & Management Provided in Cooperation with: Taylor & Francis Group Suggested Citation: Baber, Ruturaj; Sankpal, Shilpa; Baber, Prerana; Gulati, Chanda (2024) : Consumer ethnocentrism: What we learned and what we need to know? – A systematic literature review, Cogent Business & Management, ISSN 2331-1975, Taylor & Francis, Abingdon, Vol. 11, Iss. 1, pp. 1-26, https://doi.org/10.1080/23311975.2024.2321800 This Version is available at: https://hdl.handle.net/10419/326111 Standard-Nutzungsbedingungen: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich machen, vertreiben oder anderweitig nutzen. Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen (insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten, gelten abweichend von diesen Nutzungsbedingungen die in der dort genannten Lizenz gewährten Nutzungsrechte. Terms of use: Documents in EconStor may be saved and copied for your personal and scholarly purposes. You are not to copy documents for public or commercial purposes, to exhibit the documents publicly, to make them publicly available on the internet, or to distribute or otherwise use the documents in public. 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: What we learned and what we need to know? – A systematic literature review Ruturaj Baber, Shilpa Sankpal, Prerana Baber & Chanda Gulati To cite this article: Ruturaj Baber, Shilpa Sankpal, Prerana Baber & Chanda Gulati (2024) Consumer ethnocentrism: What we learned and what we need to know? – A systematic literature review, Cogent Business & Management, 11:1, 2321800, DOI: 10.1080/23311975.2024.2321800 To link to this article: https://doi.org/10.1080/23311975.2024.2321800 © 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group Published online: 19 Mar 2024. Submit your article to this journal Article views: 5660 View related articles View Crossmark data Citing articles: 7 View citing articles Full Terms & Conditions of access and use can be found at https://www.tandfonline.com/action/journalInformation?journalCode=oabm20 Cogent Business & ManageMent 2024, VoL. 11, no. 1, 2321800 Consumer ethnocentrism: What we learned and what we need to know? – A systematic literature review Ruturaj Babera, Shilpa Sankpalb, Prerana Baberc and Chanda Gulatid asymbiosis Centre for Management studies, nagpur (a Constituent of symbiosis international Deemed university, Pune), india; bsVKM’s narsee Monjee institute of Management studies, indore, india; cschool of studies in Management, Jiwaji university, gwalior, india; dPrestige institute of Management & Research, gwalior, india ABSTRACT This systematic literature review aims to synthesize the academic research on consumer ethnocentrism comprehensively. The study systematically examines the development of consumer ethnocentrism research over time, including publication years, publication outlets, authorship, countries, methods, and theories utilized. Based on the synthesized literature, this review proposes a conceptual framework that integrates consumer ethnocentrism’s reported antecedents, mediators, and consequences. Furthermore, a lexicometric analysis is conducted to identify key themes and trends in consumer ethnocentrism research. The review also identifies under-researched areas in consumer ethnocentrism and provides directions for advancing future research, emphasizing theory development, contextual considerations, characteristics, and methodologies. Overall, this systematic review significantly contributes to the existing body of consumer ethnocentrism literature and offers valuable practical insights for destination marketers and policymakers aiming to implement consumer ethnocentrism strategies effectively. 1. Introduction Globalization has increased market competition, encompassing domestic and international products (Netemeyer et al., 1991). As a result, consumers now enjoy greater freedom in selecting from a wide variety of foreign brands, owing to their increased availability (Kashi, 2013). Consequently, scholars and practitioners in the market face the pressing need for a more profound comprehension of the factors that shape customer attitudes toward foreign products (Klein et al., 1998). One concept that illuminates these attitudes is ethnocentrism, initially introduced by Sumner (1907), a sociologist from Yale University. Ethnocentrism denotes an individual’s predisposition to favor and exhibit bias towards those who share similar cultural backgrounds while displaying aversion towards those who are culturally dissimilar. This notion was later adopted within consumer behavior, where its fundamental premise aligned with the imported construct (González-Cabrera & Trelles-Arteaga, 2021). Shimp and Sharma (1987) defined ethnocentrism as a belief system involving moral judgments about whether or not to purchase foreign-made products. Shankarmahesh (2006) illustrated ethnocentrism as consumers’ tendency to avoid foreign-made products, regardless of their quality or price. In the modern consumer landscape, individuals are presented with a plethora of choices when it comes to selecting products and services. Here, consumer ethnocentrism is crucial, as the country of origin determines the decision-making process. Consumers with high ethnocentric tendencies prefer domestically produced products, sometimes even experiencing guilt when forced to opt for foreign-made alternatives. This desire to choose domestically manufactured products is profoundly ingrained and manifests as a general inclination across various purchase situations. Consumers are also mindful of their © 2024 the author(s). Published by informa uK Limited, trading as taylor & Francis group CONTACT Ruturaj Baber [email protected] symbiosis Centre for Management studies, nagpur (a Constituent of symbiosis international Deemed university, Pune), india. Primary author is associated with school of Business & Management, Christ university (Deemed to be university) Bengaluru, india. https://doi.org/10.1080/23311975.2024.2321800 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 16 November 2022 Revised 24 May 2023 Accepted 16 February 2024 KEYWORDS Consumer ethnocentrism; Bibliometric analysis; Conceptual framework; Systematic literature review; TCCM framework REVIEWING EDITOR Kooli Kaouther; Bournemouth University; United Kingdom SUBJECTS International Business; Marketing; Research Methods in Management MARKETING | REvIEw ARTIClE 2 R. BABER ETAl. choices’ significant impact on employment opportunities and the national economy (Supphellen & Grønhaug, 2003; Yagci, 2001). A systematic literature review on consumer ethnocentrism is crucial for multiple reasons. Firstly, it sheds light on the significant influence of consumer ethnocentrism on behavior and purchase decisions, allowing businesses to tailor marketing strategies and product offerings accordingly. Secondly, it enables researchers to synthesize existing knowledge, identify patterns, and contribute to advancing the field. Additionally, a systematic review provides a comprehensive overview, helps address inconsistencies, and guides future research directions. lastly, it informs policymakers and trade organizations, aiding policy decisions and promoting domestic industries, exports, and international trade agreements. Overall, such a review enhances understanding of consumer behavior, identifies research gaps, and informs practical implications for global marketing and trade. The present article is an attempt to answer the following research questions: RQ1: How has research on consumer ethnocentrism evolved since its inception? RQ2: what theories and empirical methods have been utilized in consumer ethnocentrism research? RQ3: what are the critical gaps in consumer ethnocentrism research? 2. Methodology 2.1. Structure of review Systematic literature reviews are commonly conducted in both non-business and business contexts, with domain-based reviews being the most prevalent approach (Kipnis et al., 2012; Paul & Criado, 2020). Domain-based reviews encompass various types, including hybrid-narrative reviews, bibliometric reviews, meta-analytical reviews, framework-based reviews, and framework development reviews (Barari et al., 2020; Kumar etal., 2020; Mishra etal., 2020; Nguyen etal., 2008; Oraee etal., 2017; Paul & Rosado-Serrano, 2019; Paul & Benito, 2017; Randhawa etal., 2016; verma & Gustafsson, 2020; Xu etal., 2018). These structured reviews aid in synthesizing literature on variables, theories, and research methods (Rosado-Serrano et al., 2018). Ganeshkumar and Gopalakrishnan (2013, p. 10) emphasize that systematic literature reviews adhere to rigorous scientific design principles, following explicit, pre-specified, and reproducible methods. Jebarajakirthy etal. (2021, p. 2) highlight the significance of structured, systematic reviews in consistently synthesizing research findings. Such reviews are considered essential tools for advancing knowledge in a specific field and offering insights for future research (Ganeshkumar & Gopalakrishnan, 2013). The TCCM (theories, contexts, characteristics & methods) framework was employed in this study to ensure clarity and comprehensive coverage of the systematic literature review. Established frameworks such as the 5w1H and ADO have been widely used in structured literature reviews (lim, 2020; Paul & Benito, 2017). Utilizing such frameworks allows for a structured approach that addresses critical aspects of the research, providing a clear understanding of the theories, contexts, characteristics, and methods relevant to the topic. Jebarajakirthy et al. (2021, p. 3) emphasize the significance of employing these frameworks to achieve high clarity and coverage in literature reviews. Following this recommendation, the TCCM framework was selected as the organizing framework for our systematic literature review, ensuring a comprehensive and systematic examination of the research on consumer ethnocentrism. 2.2. Organising framework Researchers commonly use a framework to provide the synthesis of the literature in systematic literature reviews (Jebarajakirthy etal., 2021; lim etal., 2021; Srivastava etal., 2020). The mechanics of a systematic literature review need to be organized about theories, features, settings, and methodologies (Paul & Criado, 2020); as a result, this research deploys Paul and Rosado-Serrano (2019) TCCM framework to synthesize the literature in consumer ethnocentrism research and recommend avenues for future research. COGENT BUSINESS & MANAGEMENT 3 The TCCM framework developed for this investigation is depicted in Figure 1. lim et al. (2021), along with Paul and Rosado-Serrano (2019), inspired the development of this framework. 2.3. Topic selection The method Paul and Criado (2020) suggested for a systematic literature review was followed to analyze the existing literature on consumer ethnocentrism. Paul and Criado (2020) have posited that good reviews are impactful, and that happens for the reasons when the authors have not picked up a recurrent topic, do not have several other studies published with the same frame in the same duration for the theme, or the topic is too non-contemporary. The authors must check for novelty on databases such as Scopus/woS/Google Scholar/EBSCOHOST. Topic selection has been greatly emphasized to develop an impactful literature review (Jebarajakirthy et al., 2021; Paul & Criado, 2020). Jebarajakirthy et al. (2021) mentioned that a literature review should not be too current in publication. Hence, the authors explored and found three literature reviews on consumer ethnocentrism research (refer to Table 1). As suggested by Jebarajakirthy etal. (2021), for positioning the present review, a content analysis was executed of a study of the published literature. Table 1 indicates that three out of five literature reviews posted were not directly associated with Consumer ethnocentrism (Battisti et al., 2021). The focus of these articles was broad, and consumer ethnocentrism was studied as a slice. These reviews did not provide a proper review of consumer ethnocentrism. Table 1. existing literature reviews in the consumer ethnocentrism research. no authors Research area articles considered for review number of studies Range 1shankarmahesh (2006)Consumer ethnocentrism Peer-reviewed journal articles 45 1987–2006 2Balabanis and siamagka (2021) Consumer ethnocentrism Journal articles, research reports, newspaper articles and conference papers 240 1987–2021 3Battisti et al. (2021)international Marketing Peer-reviewed journal articles 66 1987-2021 Figure 1. tCCM framework application. adopted from Jebarajakirthy et al. (2021), Lim et al. (2021) and Paul and Rosado-serrano (2019). 4 R. BABER ETAl. The remaining two published literature reviews focused on consumer ethnocentrism research (Balabanis & Siamagka, 2021; Shankarmahesh, 2006). The scope of these reviews was somewhat limited. For example, Shankarmahesh (2006) developed an integrated review of 45 publications and presented consumer ethnocentrism research antecedents, outcomes, mediators, and moderators. Balabanis and Siamagka (2021) performed a meta-analysis of 240 documents analyzing journal articles, research reports, newspaper articles, and conference papers. The current article is unique as an integrated review was performed (Shankarmahesh, 2006), whereas Balabanis and Siamagka (2021) used meta-analysis as the review method. A meta-analysis combines and synthesizes quantitative study findings (Paul & Barari, 2022). Even though the reviews offered a synthesis of research on consumer ethnocentrism, the scope was constrained. For example, Shankarmahesh (2006) examined the maximum peer-reviewed articles for integrated literature review. But, the published review articles did not synthesize characteristics, methods, contexts, and theories, which is considered essential for an enriched systematic literature review (Jebarajakirthy etal., 2021; Paul & Criado, 2020; Paul & Rosado-Serrano, 2019). The published articles only answered, “what do we know about consumer ethnocentrism?”. The reviews did not answer “how we identify consumer ethnocentrism?” Thus, there is a window of opportunity for a systematic literature review. 2.4. Search strategy After carefully selecting relevant keywords, an extensive exploration of published articles was conducted by identifying a range of online databases. Previous systematic literature review (SlR) papers have utilized three to eight databases to conduct their article search, as evidenced by Jebarajakirthy etal. (2021) and Steven etal. (2011). Building upon this precedent, we strategically chose to include eight databases for the current SlR: Google Scholar, ElSEvIER, Taylor and Francis, EBSCO, ProQuest, Emerald, JSTOR, and ScienceDirect. These databases were deliberately selected due to their reliability and frequent utilization in recent SlR papers. By incorporating these established databases, we sought to minimize the likelihood of overlooking pertinent articles, ensuring a comprehensive and rigorous review (Paul & Criado, 2020). Additionally, after adopting Google Scholar as a database, the chances of omitting an article have been reduced (Gehanno et al., 2013). The authors used ethnocentrism and ethnocentric tendencies as transposable terms (Balabanis et al., 2001; Shimp & Sharma, 1987). Consequently, Consumer ethnocentrism, Ethnocentrism, Consumer behavior, consumer attitude, Country of origin International marketing foreign products were the keywords to search relevant articles published from 1987 to 2022 on databases. Those articles that mentioned keywords in the title, list of keywords, or abstract were considered for the systematic literature review. Out of the downloaded articles, many articles were excluded. The following section expands on the inclusion and exclusion criteria. 2.5. Inclusion and exclusion criteria A total of 662 articles were downloaded from carefully chosen databases using identified keywords. In the next stage, 80 duplicate articles were deleted. After the deletion of duplicate articles, 482 articles remained. These articles were gauged for their suitability. Out of 406 articles, 98 were removed as they were not journal articles. A total of 82 articles were removed as they were not published in peer-reviewed journals. A total of 85 articles were removed as they were not found to be relevant to the theme (consumer ethnocentrism). Moreover, to uphold the review’s standard of excellence, only articles that met specific criteria were deemed eligible for inclusion. Specifically, articles were required to be published in journals classified as either A* or A according to the esteemed Australian Business Deans Council (ABDC) Journal Quality list. This meticulous selection process, as Paul and Criado (2020) outlined, ensured that the chosen articles maintained high credibility and relevance. Thus, 145 more articles were removed from the database created by the authors. The selected studies included those completed in 43 countries. Figure 2 presents the process followed for inclusion and exclusion conditions. COGENT BUSINESS & MANAGEMENT 5 3. Systematic literature review The article information, like name of authors, year of publication, and journal name, are presented in Appendix 1. The study adopted the TCCM framework (refer to Figure 1) using understandings from lim et al. (2021) and Paul and Rosado-Serrano (2019). The TCCM framework answers, "what do we know about consumer ethnocentrism, and how do we know about consumer ethnocentrism research?” 3.1 What do we know about consumer ethnocentrism 3.1.1. Evolution of consumer ethnocentrism research since inception The first article on the concept of consumer ethnocentrism was published by Shimp and Sharma (1987). The year-wise publication of the articles selected is shown in Figure 3. It can be inferred that the concept was introduced in 1987. Since the inception of the concept, the articles have been occasionally published. The growth was observed from 2008. The maximum number of articles was published in 2014 and 2019 (10 each). The surge in research on consumer ethnocentrism in 2008, 2013, and 2019 can be attributed to several factors. These include the growing importance of globalization and increased international trade, shifts in consumer preferences, advancements in theoretical frameworks and research methodologies, the identification of research gaps in the literature, and scholarly interest and Figure 2. Criteria for inclusion and exclusion. Figure 3. Year-wise publications. 6 R. BABER ETAl. collaboration. These factors collectively contributed to an increased focus on understanding consumer attitudes and behaviors toward domestic and foreign products. However, it is essential to note that these reasons are speculative and may vary based on specific circumstances. 3.1.2. Journals of publications Table 2 captures the interest of journals of repute in ethnocentrism studies. Only the category A* and A-ranked journals in ABDC for the current study have been included. The table indicates that International Marketing Review has published the most papers on consumer ethnocentrism. Nine of the twenty-nine journals included in the list have published only one paper from 1987 to 2021. Out of the same, the Journal of the Academy of Marketing Science has the highest JCR Impact factor of 14.904. They have published one paper on ethnocentrism (Sharma, 2014). 3.1.3. Citations Table 3 lists the most cited studies on consumer ethnocentrism. Steenkamp and Baumgartner (1998) published in the Journal of Consumer Research on the assessment of measurement invariance in cross-national consumer research is the most cited study in this area, averaging 225.95 citations a year since its publication. Shimp and Sharma (1987), published in the Journal of Marketing Research, is the second most cited study. The study was based on the construction and validation of the CETSCAlE. This paper has averaged 167.72 citations per year since publication. Three research papers published in the Journal of the Academy of Marketing Science are among this field’s top ten most cited studies. 3.1.4. Integrated conceptual framework The authors have developed a comprehensive conceptual framework that presents the key factors extensively studied concerning consumer ethnocentrism. Figure 4 visually represents this framework, illustrating the constructs influencing consumer ethnocentrism on the left side (antecedents). The middle section depicts the mediators and moderating constructs that affect the relationship between consumer ethnocentrism and its consequences. By analyzing the existing studies, the researchers have identified and organized the variables clearly and clearly, highlighting their specific relationships within the study context. Figure 4 visually represents these relationships for easier comprehension and reference. Table 4 crystalizes consumer ethnocentrism’s antecedents, moderators, mediators, and consequences. As scholars suggested, the variables at least examined in two articles were considered (Jebarajakirthy et al., 2021). The antecedents that have found significant mention in the literature on consumer ethnocentrism used for the development of the proposed conceptual model are: Openness to Foreign Cultures refers to the lack of bias towards products sourced from abroad. It is suggested that customers exposed to multiple cultures tend to rate foreign products more favorably. This implies that individuals more open to different cultures are likely to have lower levels of ethnocentrism. Patriotism: It involves love, devotion, and country stereotyping. It has a positive impact on consumer ethnocentric tendencies, indicating that more patriotic individuals are more likely to exhibit ethnocentric behavior and prefer domestic products. Conservatism: Conservatives value traditions and respect institutions that have withstood the test of time. Research suggests a positive correlation between conservatism and consumer ethnocentric tendencies. This implies that conservative individuals are more inclined to favor domestic products over foreign ones. Collectivism/Individualism: Collectivists prioritize group goals over individual goals, while individualist cultures focus more on individual achievements. It is reported that collectivism positively impacts consumer ethnocentric tendencies. This suggests that individuals who identify strongly with their collective group are more likely to exhibit ethnocentric behavior. Consumer Ethnocentrism refers to the evaluation of purchasing domestically-produced goods over foreign-produced goods. It positively impacts preference for domestic products, although the tendency COGENT BUSINESS & MANAGEMENT 7 varies across product categories. This indicates that individuals with higher levels of ethnocentrism tend to prefer domestic products, but the strength of this preference may differ depending on the product category. Concern for Political Pressure: Consumers can be influenced by the political posture of countries selling products to their nation, which may affect their ethnocentric tendencies. This suggests that political factors can shape consumer attitudes toward domestic and foreign products. Country of Origin: represents the source of a product or service and has been studied concerning consumer evaluation, ethnocentrism, and other variables. The country of origin can influence consumers’ perceptions and preferences, potentially impacting their ethnocentric tendencies. Acculturation Level: refers to their adoption of the host society’s culture, values, and behaviors, which can impact their ethnocentrism towards the country they migrate to. This implies that their ethnocentric tendencies may change as immigrants become more acculturated. Table 2. Journals and number of publications. Journal # articles JCR (iF)* aBDC rank 1International Marketing Review 10 Herche (1992); shankarmahesh (2006); Klein et al. (2006); evanschitzky et al. (2008); Josiassen et al. (2011); Winit et.al. (2014); Balabanis et al.and siamagka (2017); Han and nam (2019); Bizumic (2019); Mainolfi et al. (2020) 5.744 a 2Journal of Business Research 7Cleveland et al. (2013); He and Wang (2015); Li & He (2013); Rašković et al. (2020); Mainolfi (2020); Ma et al. (2019); sun et al. (2021) 10.969 a 3Asia Pacific Journal of Marketing and Logistics 7elliot (2006); Hamin et al. (2014); seidenfuss et al. (2013); tong and Li (2013); Deb and sinha (2015); Mueller et al. (2016); Lee et al. (2020) 4.643 a 4Journal of Consumer Marketing 7Lu Wang and Xiong Chen (2004); Bandyopadhyay etal. (2011); Qing et al. (2012); Lee and tae Lee (2013); Lysonski and Durvasula (2013); Zolfagharian et al. (2014); Prince etal. (2019) na a 5Journal of the Academy of Marketing Science 4Herche (1992); et al. (1994), Balabanis and Diamantopoulos (2004), Kwak et al. (2006) 14.904 a* 6Journal of Consumer Behaviour 4Hsu and nien (2008); nguyen et al. (2008); Bi et al. (2012); ortega-egea & garcía-de-Frutos (2021) 3.199 a 7European Journal of Marketing 4Watson and Wright (2000); Lee and Mazodier (2015); Lee et al. (2017); Vida et al. (2008) 5.181 a* 8Marketing Intelligence & Planning 3Caruana (1996), Hakan altintaş and tokol (2007), Deb and Chaudhuri (2014) 4.338 a 9Journal of International Marketing 3Cleveland et al. (2009); guo (2013); Balabanis and siamagka (2021) 4.976 a 10 Journal of Services Marketing 2sharma (2012); sharma and Wu (2015) 5.246 a 11 Journal of Product & Brand Management 2teng (2019); gammoh et al. (2019) 5.248 a 12 Journal of Marketing Research 2shimp and sharma (1987); netemeyer etal. (1991) 6.664 a* 13 Journal of Marketing Management 2Carpenter etal. (2013); Kipnis et al. (2012) 4.707 a 14 International Journal of Retail & Distribution Management 2Kan et al. (2014); Ding (2017) 4.743 a 15 International Journal of Consumer Studies 2Watchravesringkan (2010); shahabi ahangarkolaee and gorton (2020) 7.096 a 16 International Business Review 2Jin et al. (2015); Javalgi et al. (2005) 8.047 a 21 Marketing Letters 1Fischer and Zeugner-Roth (2016) 3.046 a 21 Psychology and Marketing 1aljukhadar et al. (2021) na a 23 Journal of International Business Studies 1sharma (2014) 11.103 a 24 Journal of Hospitality Marketing & Management 1Kim et al. (2018) 9.821 a 25 Journal of Consumer Research 1steenkamp and Baumgartner (1998) 8.612 a 26 Journal of Advertising 1nelson and Deshpande (2013) 6.528 a 28 Australasian Marketing Journal 1Yii et al. (2020) na a 29 Appetite 1tomić Maksan et al. (2019) 5.016 a 30 International Journal of Research in Marketing 1Balabanis and siamagka (2021) 8.047 a *impact factor as per JCR iF (2022). 14 R. BABER ETAl. Product Judgment: Consumers evaluate products based on fairness, ethnocentrism, and animosity (Klein & Ettensoe, 1999). lower ethnocentrism is associated with higher product judgment, particularly perceived betrayal. Domestic brands must also be perceived as charging fair prices to be adequately judged. Cross-cultural perspectives may result in differences in product judgment, particularly following historical events that create animosity towards foreign products. Consumer Boycott Behavior: Consumer ethnocentrism plays a pivotal role in consumer boycott behavior, even beyond the duration of a disputed episode. Ethnocentric tendencies can lead to deliberate depatronization of products or services, indicating that consumer boycott behavior is influenced by ethnocentrism, and its effects can persist even after the initial dispute is resolved. In summary, these findings highlight the consequences of consumer ethnocentrism on various aspects of consumer behavior, including brand equity, attitudes towards imported products, willingness to pay, brand preference, intention to purchase, repeat purchase, product judgment, and consumer boycott behavior. The studies indicate that ethnocentrism can shape consumers’ attitudes, preferences, and behaviors toward domestic and foreign products. However, the impact may vary depending on the perceived economic threat, familiarity, perceived quality, and cultural contexts. 3.1.6. Domains in consumer ethnocentrism research Researchers across the continents have examined the concept of consumer ethnocentrism since its introduction in 1987. The research on consumer ethnocentrism can be divided into four domains: consumer durables, non-durables, fast-moving consumer goods (FMCG), and services (refer to Table 5). In domestic versus foreign products and services, services have been studied less (Table 5). Only three of the 72 papers focused on services (lee & Mazodier, 2015; Sharma, 2012; Sharma & wu, 2015). The studied Table 5. Domains in Consumer ethnocentrism research. Consumer durables Herche (1992); Watson and Wright (2000); Balabanis and Diamantopoulos (2004); Javalgi et al. (2005); elliot (2006); evanschitzky et al. (2008); Hsu and nien (2008); nguyen et al. (2008); Bandyopadhyay et al. (2011); Watchravesringkan (2010); Bi etal. (2012); Cleveland et al. (2013); Hamin et al. (2014); seidenfuss et al. (2013); Winit et al. (2014); Deb and Chaudhuri (2014); Zolfagharian et al. (2014); Mueller et al. (2016); Balabanis and siamagka (2017); Das & Mukherjee (2019); teng (2019); Lee et al. (2020); sun et al. (2021) non-durables Balabanis and Diamantopoulos (2004); evanschitzky et al. (2008); Bandyopadhyay et al. (2011); Bi et al. (2012); Carpenter etal. (2013); Cleveland et al. (2013); guo (2013); tong and Li (2013); Winit et al. (2014); Deb and sinha (2015); Mueller et al. (2016); Balabanis and siamagka (2017); Das & Mukherjee (2019); Karoui and Khemakhem (2019); Mainolfi (2020); ortega-egea & garcía-de-Frutos (2021) FMCg Balabanis and Diamantopoulos (2004); evanschitzky et al. (2008); nguyen et al. (2008); akram et al. (2011); Qing et al. (2012); Carpenter et al. (2013); Cleveland et al. (2013); guo (2013); Kan et al. (2014); Winit et al. (2014); He and Wang (2015); Kipnis et al. (2012); Li & He (2013); Fischer and Zeugner-Roth (2016); Ding (2017); Balabanis and siamagka (2017); Das & Mukherjee (2019); Kim et al. (2018); Rašković et al. (2020); shahabi ahangarkolaee and gorton (2020) services sharma (2012); sharma and Wu (2015); Lee and Mazodier (2015) Figure 5. Landscape of consumer ethnocentrism research. COGENT BUSINESS & MANAGEMENT 15 products included Consumer Durables, high-tech products, Non-Durables, and FMCG goods. An interesting study was centered on Facebook posts (Yii et al., 2020). 3.1.7. Landscape of consumer ethnocentrism research The researchers employed word-cloud analysis as a visual tool to depict the frequently used keywords in consumer ethnocentrism research (Yun et al., 2019). The keywords from articles published between 1987 and 2021 were collected and analyzed, and the resulting word cloud is presented in Figure 5. word clouds, called Tag Clouds, are visually captivating and valuable in identifying the most prominent elements associated with a particular construct. These clouds transform qualitative data into an engaging and analytically informative format, facilitating swift interpretation. The word-cloud analysis revealed that international marketing, country of origin, animosity, and cosmopolitanism are integral components of ‘consumer ethnocentrism’ as they emerged as the most frequently used keywords. Consumer ethnocentrism studies have focused on developed and emerging markets, brands, and socio-cultural factors. Moreover, many of these studies have been conducted in the South-Asian region, with China specifically receiving considerable attention. To understand the research landscape on consumer ethnocentrism, the researchers also identified the countries where the sample was drawn. Table 6 indicates where the sample was drawn from regarding consumer ethnocentrism. Between 1987 and 2021, research on ethnocentrism was carried out in 43 countries worldwide. 3.2. How do we know about consumer ethnocentrism research? 3.2.1. Theories utilized in published articles Several theories have been used to explain consumer propensity to favor or not favor products from their own country (Table 6). The theory most commonly used is the social identity theory (Fischer & Zeugner-Roth, 2016; Guo, 2013; Han & Nam, 2019; Zolfagharian et al., 2014). In late 1970, Tajfel and Turner (1978) proposed the social identity theory, which subsumes those circumstances when the social identity becomes more potent than one’s identity. This theory also explains how social identity could affect intergroup behavior (vinney, 2021). The other theories used for explaining the ethnocentric tendencies of people include the Theory of Reasoned Action, the Theory of Planned Behaviour, Intergroup contact theory, Attitude Theory, Schwartz values, Social Comparison Theory, Memory Theory, Optimal Distinctiveness Theory, Moral Foundation Theory, Realistic group conflict theory, Institutional Theory and Theory of Social Class Divide. 4. Context The circumstances under which the research is carried out are known as contexts (Jebarajakirthy et al., 2021: lim et al., 2021; Paul et al., 2017). In congruence with previously published systematic literature Table 6. theories used in consumer ethnocentrism research. theory articles References theory of reasoned action 2Kan et al. (2014); Deb and sinha (2015) intergroup contact theory 1Kwak et al. (2006) attitude theory 1Josiassen et al. (2011) theory of planned behavior 2Qing et al. (2012); tomić Maksan et al. (2019) schwartz values 1Cleveland et al. (2013) the social identity theory 5guo (2013); Zolfagharian et al. (2014); Fischer and Zeugner-Roth (2016); Han and nam (2019); Rašković et al. (2020) social comparison theory 1Lysonski and Durvasula (2013) Memory theory 1Lee et al. (2017) Moral foundation theory 1Prince etal. (2019) Realistic group conflict theory 1Han and nam (2019) institutional theory 1gammoh et al. (2019) the optimal distinctiveness theory 1Ma et al. (2020) theory of social class divide 1aljukhadar et al. (2021) 16 R. BABER ETAl. review articles, the researchers used countries, sampling units, and data collection platforms as contexts (refer to Table 7). It is observed that only 13 studies (18.1%) used students as a sample. The rest 59 studies used general consumers as a sample. Four studies (5.6%) have collected data using online platforms. Six studies (8.3%) used online and offline data collection platforms. At the same time, 62 studies (86.1%) collected data through offline platforms. The highest number of studies were conducted in the USA (22), trailed by China (17) and India (11). The USA appears to be most consistently appear on the research map in research output for ethnocentrism studies (refer to Table 7). 5. Methods Table 8 brings the research context to the fore. As is visible in the table, most of the studies in the area of ethnocentrism have considered a general sample rather than a student sample (Cleveland etal., 2009; Cleveland etal., 2013; Deb & Chaudhuri, 2014; Fischer & Zeugner-Roth, 2016; Guo, 2013; Jin etal., 2015; Kipnis et al., 2012; Klein et al., 2006; Kwak et al., 2006; lee et al., 2020; Netemeyer et al., 1991; Sharma & wu, 2015; Tong & li, 2013; winit et al., 2014). The most usual research method employed to collect data was the survey method, with online and offline tools used for collecting data. The other research methods used included experiments (winit et al., 2014), interviews (Ortega-Egea & García-de-Frutos, 2021; Qing etal., 2012), conceptual study (Shankarmahesh, 2006; Sharma, 2014; Shimp & Sharma, 1987;), literature review (Balabanis & Siamagka, 2021; Mueller et al., 2016) and mixed-method (lee et al., 2020). 6. Lexicometric analysis In the study, lexicometric analysis was performed. lexicometry provides statistical indicators and visual representation of data that is corpus-driven. The analysis employs algorithms to analyze the textual material exhaustively. The findings from the analysis are presented through various indicators, including semantic classification, word clouds, density study, and similarity analysis, among other methodological approaches. And these indicators efficiently compress the information in large texts based on frequency and offer a perspective. Table 7. Contexts.a Context Count Percentage Context Count Percentage sample australia 2 1.3 students 13 18.1 Lebanon 2 1.3 general consumers 59 81.9 Malaysia 2 1.3 Platform tunisia 2 1.3 online 4 5.6 Brazil 2 1.3 offline 62 86.1 Belgium 2 1.3 online & offline 6 8.3 Croatia 2 1.3 Countriesbnew Zealand 1 0.7 usa 22 14.67 Vietnam 1 0.7 China 17 11.33 Chile 1 0.7 india 11 7.33 sweden 1 0.7 united Kingdom 9 6.00 Hungary 1 0.7 Japan 8 5.33 nigeria 1 0.7 south Korea 8 5.33 south africa 1 0.7 germany 7 4.67 Finland 1 0.7 France 5 3.33 egypt 1 0.7 Russia 4 2.67 ukraine 1 0.7 taiwan 4 2.67 slovenia 1 0.7 spain 4 2.67 austria 1 0.7 italy 3 2.00 Denmark 1 0.7 Mexico 3 2.00 slovakia 1 0.7 thailand 3 2.00 Bosnia 1 0.7 indonesia 2 1.33 Herzegovina 1 0.7 turkey 2 1.33 Malta 1 0.7 Canada 2 1.33 iran 1 0.7 greece 2 1.33 aConceptual studies and literature reviews are not incorporated in this table. bFew of the studies had samples collected from different countries. COGENT BUSINESS & MANAGEMENT 17 In the current study, the corpus subsumed the 72 texts that included 13516 text segments. There were 4,80,067 words, with an average of 6,576 occurrences per text. These occurrences were composed of 16186 forms which included 6,237 hapaxes (38.53% of forms, 1.30% of occurrences). Overall, 13,041 active forms were used for analysis (refer to Table 9). The similarity analysis aims to zero proximities between words through a graphical representation. This graphical representation is based on the chi-square of association. As is evident, the similarity analysis yields the principal node to be consumer ethnocentrism. There are five distinct clusters (nodes) – consumer ethnocentrism, country, product, brand, and purchase (refer to Figure 6). The lexicometric analysis conducted by Reinert (1990) utilized factorial correspondence analysis (Hirschfeld, 1935) to identify the leading group of associations in the corpus. This analysis resulted in a dendrogram (Figure 7), representing a hierarchical grouping of words and a two-dimensional visualization of word clusters (Figure 8). Figure 8, the dendrogram, is a tree diagram illustrating the relationships between similar data sets, with data on clades and leaves. This enriched analysis offers a deeper understanding of the associations identified through lexicometric analysis and their significance within the studied corpus by providing a more detailed description of each class and its implications. Among the identified classes, Class 4 (Culture) emerges as the most significant class (refer to Figure 7). This class comprises words that indicate various facets of culture, including social, cosmopolitan, value, and individual. The prominence of Class 4 suggests that culture plays a crucial role in the associations present in the corpus. Class 2 (Effect) is the next most significant class, characterized by rational, positive, negative, moderate, and significant words. These words highlight the influence and impact associated with the analyzed Table 8. Research methods used in consumer ethnocentrism research. Research methods # % sample type student other survey 58 80.55 Fischer and Zeugner-Roth (2016); Rašković et al. (2020); netemeyer etal. (1991); Klein et al. (2006); Kwak et al. (2006); Cleveland et al. (2009); Cleveland et al. (2013); tong and Li (2013); Jin et al. (2015); Kipnis et.al. (2012); Li & He (2013); guo (2013) Watson and Wright (2000); Hakan altintaş and tokol (2007); akram et al. (2011); sharma (2012); Carpenter etal. (2013); Hamin et al. (2014); Lee and Mazodier (2015); Balabanis and siamagka (2017); Prince etal. (2019); Bizumic (2019); Mainolfi (2020); sun et al. (2021); aljukhadar et al. (2021); Herche (1992); Herche (1992); Caruana (1996); steenkamp and Baumgartner (1998); Balabanis and Diamantopoulos (2004); Lu Wang and Xiong Chen (2004); Javalgi etal. (2005); Klein et al. (2006); evanschitzky et al. (2008); Hsu and nien (2008); nguyen et al. (2008); Vida et al. (2008); Bandyopadhyay et al. (2011); Josiassen et al. (2011); Watchravesringkan (2010); Bi et al. (2012); Kan et al. (2014); Lee and tae Lee (2013); Lysonski and Durvasula (2013); seidenfuss et al. (2013); He and Wang (2015); Kipnis et al. (2012); nelson & Deshpande (2013); Zolfagharian et al. (2014); Deb and sinha (2015); shan Ding (2017); Das & Mukherjee (2019); Kim et al. (2018); teng (2019); Karoui and Khemakhem (2019); tomić Maksan et al. (2019); guo (2013); Lee et al. (2017)1 experiment 5 6.9 Winit et al. (2014); sharma and Wu (2015) Lee et al. (2017)a; Ma et al. (2019); gammoh et al. (2019); shahabi ahangarkolaee and gorton (2020); Mixed methods 3 5.5 Lee et al. (2020); Deb and Chaudhuri (2014) Yii et al. (2020) Literature review 2 2.7 Balabanis and siamagka (2021); shankarmahesh (2006) interview (structured/ semi-structured) 4 5.5 Qing et al. (2012); Kipnis et al. (2012); shahabi ahangarkolaee and gorton (2020) sun et al. (2021) aFew studies had utilized both experimental and survey methods. 18 R. BABER ETAl. content. Class 2 suggests that effects or consequences are an essential aspect of the associations observed in the corpus. Class 1 (Market Research) captures literature-related words, findings, limitations, studies, and future. This class represents the domain of market research, indicating the presence of research-related terminology and concepts in the analyzed corpus. It suggests that the content revolves around studies, findings, and future implications within the field of market research. Class 3 (Researchers) appropriately clusters notable researchers such as Shimp, Sharma, wang, Netemeyer, and Ettenson. The presence of this class indicates the relevance and contribution of these researchers to the analyzed corpus. It suggests that their work and perspectives plays a significant role in shaping the associations present in the data. lastly, Class 5 (Methodology) encompasses words such as questionnaire, survey, datum, collect, and sample. This class signifies the importance of methodological considerations and data collection techniques within the corpus. It suggests that the methodology employed in the research and the process of gathering data are vital components of the analyzed content. The axis represents the frames where words are grouped statistically in factorial correspondence analysis. The graphical representation also shows five classes of words as visible in the dendrogram. The axes are interpreted such that one axis contrasts Methodology and Outcome, and the other represents Construct and the Researchers. On the positive side, there are words related to methodology and culture. Towards 0 and the negative side, some clusters pertain to the researchers, market research, and effect. 7. Future avenues for consumer ethnocentrism research Several future research directions can be considered to advance the understanding of consumer ethnocentrism. First, using memory theory, researchers may explore the influence of semantic and episodic memory on consumers’ animosity towards products from hostile nations. Additionally, veblenian social-psychological theory can be employed to investigate the impact of consumers’ social and cultural backgrounds on their buying behavior. In terms of context, conducting comparative studies across various developed and developing countries can contribute to the generalizability of findings (lee etal., 2017; Shukla, 2010). Examining countries with ideological differences is also suggested to gain insights into ethnocentric variations. Qualitative Table 9. Descriptive statistics of lexicometric analysis. Descriptions statistics texts 76 text segments 13516 occurrences 480067 average occurrences per text 6576.26 Forms 16186 Hapaxes 6237 (38.53% of forms, 1.30% of occurrences) active forms for analysis 13041 Figure 6. Results of similarity analysis. COGENT BUSINESS & MANAGEMENT 19 research methods can provide a deeper understanding of consumer ethnocentrism by capturing rich and nuanced perspectives. Regarding characteristics, future research should focus on examining the influence of consumers’ ethnocentrism on their buying behavior. Furthermore, exploring the relationship between political leadership, perceived product quality, and consumer ethnocentrism can shed light on additional factors shaping consumer attitudes. Figure 7. Dendrogram with named classes of the whole corpus. Figure 8. Clusters of the whole corpus. 20 R. BABER ETAl. In terms of methodology, a combination of mixed research methods, including qualitative and experimental approaches, can be employed to uncover unique antecedents and consequences of consumer ethnocentrism. (Baber etal., 2022; Bengtsson, 2016; Harding & whitehead, 2016; Hoepfl, 1997; Mojtahed et al., 2014; van’t Riet et al., 2001). This comprehensive approach may contribute to a more nuanced understanding of this phenomenon and provide valuable insights for marketers and policymakers alike (Table 10). Table 10 presents prepositions for the future research directions. • Using memory theory, explore the influence of semantic and episodic memory on consumers’ animosity towards products from hostile nations. • Employ veblenian social-psychological theory to investigate the impact of consumers’ social and cultural backgrounds on their buying behavior. • Examine countries with ideological differences to gain insights into ethnocentric variations. • Focus on examining the influence of consumers’ ethnocentrism on their buying behavior. 8.Theoretical and practical implications This study holds significant academic implications as it comprehensively evaluates consumer ethnocentrism research, tracing its evolution. The authors conducted a thorough literature assessment, examining the latest developments and discussing influential articles in the field. Through this process, it became evident that consumer ethnocentrism research has evolved since its inception. Building upon this foundation, the authors developed an integrative conceptual model, addressing the antecedents, mediators, moderators, and consequences of consumer ethnocentrism. The antecedents were categorized into three key factors: socio-psychological, political, and demographic. This categorization summarizes the various variables explored in consumer ethnocentrism research, further enhancing our understanding of this phenomenon. Overall, this study contributes to the body of knowledge on consumer behavior by providing a comprehensive assessment, highlighting the evolutionary nature of consumer ethnocentrism, and presenting a structured conceptual model. This systematic literature review has highlighted previously neglected areas within consumer ethnocentrism research. The authors have put forth insightful suggestions for future investigations in this field. Despite the substantial impact of globalization on international marketing practices, consumer ethnocentrism has shown little change over time. However, the factors influencing consumer ethnocentrism and its implications have undergone shifts. Consequently, there is a growing demand for further research to delve deeper into consumer ethnocentrism. Exploring these unexplored avenues may contribute to a better understanding of this phenomenon. Ultimately, this study significantly contributes to the existing knowledge of consumer behavior, specifically within international marketing. Table 10. Future research directions. theory development • Researchers in the future may use memory theory to examine the influence of semantic and episodic memory on consumers’ animosity towards products of a hostile nation. • Veblenian social-psychological theory may be used to explore the influence of consumers’ social and cultural backgrounds on their buying behaviour. Context • scholars are suggested to study consumer ethnocentrism in various developed and developing countries for generalisation purposes. • the countries with ideological differences can be examined as a way of studying ethnocentric differences. • More qualitative researches may be carried out on consumer ethnocentrism. Characteristics • in the future, researchers should study the influence of consumers’ ethnocentrism on buying behaviour. • Future research may examine whether political leadership and perceived quality influence consumer ethnocentrism. Methods • mixed research methods, qualitative, and experimental methods may be utilized in future research to discover a few unique antecedents and consequences of consumer ethnocentrism COGENT BUSINESS & MANAGEMENT 21 This literature review offers valuable suggestions for organizations and marketing managers operating in international markets. International marketing practitioners can gain insights into their relative relevance by identifying the factors that influence consumer ethnocentrism and categorizing them into socio-psychological and political factors. Incorporating these aspects into entry tactics can produce positive outcomes in overseas markets. Furthermore, analyzing trends reveals the growing influence of consumer ethnocentric tendencies. To address competition from domestic marketers in international marketplaces, overseas marketers should explore new techniques to mitigate ethnocentrism’s impact on consumer behavior. It is worth noting that the study’s reproducibility adds credibility, provided that researchers adhere to the same inclusion criteria and methodology. However, one notable limitation of the study is the deliberate selection of a specific bracket for inclusion, which may restrict the generalizability of the findings. 9. Conclusion Although research on consumer ethnocentrism has been conducted in the past, the previous articles were antiquated and consequently didn’t contain the existing academic literature on consumer ethnocentrism and thus were unsuccessful in delivering the present contemporary literature. As a result, the researchers tried to answer the three research objectives by synthesizing the consumer ethnocentrism review of literature through the TCCM framework: "what do we know about consumer ethnocentrism research?", "how do we know about consumer ethnocentrism?" and "what are the future avenues for consumer ethnocentrism research?" Researchers have reviewed 72 journal articles on consumer ethnocentrism available through ABDC (A* and A category) and proposed recurrently tested sets of antecedents, consequences, moderators, and mediators examined with consumer ethnocentrism. Concerning the first research question, we observed that consumer ethnocentrism research emerged in the late 1980s and experienced an exponential rise in subsequent years, particularly after 2007. Due to appropriateness and importance, consumer ethnocentrism research has been published in top-tier marketing journals, including the Journal of Business Research, International Marketing Review, Journal of Consumer Marketing, Asia Pacific Journal of Marketing and logistics, Journal of the Academy of Marketing Science, and Journal of Consumer Behaviour. Additionally, created on the analysis, the authors have developed a conceptual framework that displays that several antecedents that are, socio-psychological, political, and demographic antecedents influence consumer ethnocentrism and consumer behavior concerning local/internationally marketed products/services, which in turn influence intention to buy and repeat purchase, willingness to pay, brand preference and product judgment. Regarding the second research question, the researchers found that the social identity theory was the most frequently used, followed by the theory of planned action and the theory of reasoned action. At the same time, researchers primarily used empirical research methods in consumer ethnocentrism research. while answering the third research question, the authors have identified critical gaps in consumer ethnocentrism research. As a result, authors have offered a few insightful directions for future avenues for research to improve understanding of consumer ethnocentrism. The evolving shape of the modern world will shift the global economic order, and the study brings ethnocentrism research up-to-speed at a very relevant hour. Disclosure statement No potential conflict of interest was reported by the author(s). About the authors Dr. Ruturaj Baber is an Associate Professor, School of Business & Management, Christ University, Delhi-NCR, Ghaziabad. He specializes in fields like consumer decision-making, research methodology and market orientation. He has more than 50 papers in national and international journals and conference proceedings. 22 R. BABER ETAl. Dr. Shilpa Sankpal is currently associated as Assistant Professor with SvKM’s NMIMS Indore Campus. She has more than twelve years of teaching experience, and her specialization are Marketing and General Management subjects. Several of her case studies are registered at Case Centre UK. Dr. Prerana Baber is lecturer at SoS in Management, Jiwaji University, Gwalior, Madhya Pradesh. India. She specializes in managerial decision-making, research methodology, and social media marketing. Dr. Prerana Baber has more than 12 articles published in national and international journals and presented articles in reputed international conferences. Chanda Gulati is presently working as Associate Professor in HR & OB at Prestige Institute of Management & Research, Gwalior. Having 14 years of experience in industry and academia, she has published papers and case studies in ABDC, Scopus, web of Sciences and Routledge. She has edited seven books. References Akram, A., Merunka, D., & Shakaib Akram, M. (2011). Perceived brand globalness in emerging markets and the moderating role of consumer ethnocentrism. International Journal of Emerging Markets, 6(4), 1–25. https://doi. org/10.1108/17468801111170329 Aljukhadar, M., Boeuf, B., & Senecal, S. (2021). Does consumer ethnocentrism impact international shopping? A theory of social class divide. Psychology & Marketing, 38(5), 735–744. https://doi.org/10.1002/mar.21461 Baber, R., Upadhyay, Y., Baber, P., & Kaurav, R. P. S. (2022). Three decades of consumer ethnocentrism research: A bibliometric analysis. Business Perspectives and Research, 11(1), 137–158. https://doi.org/10.1177/22785337221098472 Balabanis, G., & Diamantopoulos, A. (2004). Domestic country bias, country-of-origin effects, and consumer ethnocentrism: A multidimensional unfolding approach. Journal of the Academy of Marketing Science, 32(1), 80–95. https://doi.org/10.1177/0092070303257644 Balabanis, G., Diamantopoulos, A., Mueller, R. D., & Melewar, T. C. (2001). The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies. Journal of International Business Studies, 32(1), 157–175. https://doi.org/10.1057/palgrave.jibs.8490943 Balabanis, G., & Siamagka, N.-T. (2017). Inconsistencies in the behavioural effects of consumer ethnocentrism. International Marketing Review, 34(2), 166–182. https://doi.org/10.1108/IMR-03-2015-0057 Balabanis, G., & Siamagka, N. T. (2021). A meta-analysis of consumer ethnocentrism across 57 countries. International Journal of Research in Marketing, 39(3), 745–763. https://doi.org/10.1016/j.ijresmar.2021.12.002 Bandyopadhyay, S., wongtada, N., & Rice, G. (2011). Measuring the impact of inter-attitudinal conflict on consumer evaluations of foreign products. Journal of Consumer Marketing, 28(3), 211–224. https://doi. org/10.1108/07363761111127635 Barari, M., Ross, M., Thaichon, S., & Surachartkumtonkun, J. (2020). A meta-analysis of customer engagement behaviour. International Journal of Consumer Studies, 45(4), 457–477. https://doi.org/10.1111/ijcs.12609 Battisti, E., Christofi, M., vrontis, D., & Nirino, N. (2021). Past, present, and future of mergers and acquisitions in the MENA region: A systematic review and integrative framework. International Studies of Management & Organization, 51(3), 276–296. https://doi.org/10.1080/00208825.2021.1959876 Ben Mrad, S., Mangleburg, T. F., & Mullen, M. R. (2014). Do consumers forgive? A study of animosity in the MENA region. Journal of International Consumer Marketing, 26(2), 153–166. https://doi.org/10.1080/08961530.2014.87820 6 Bengtsson, M. (2016). How to plan and perform a qualitative study using content analysis. NursingPlus Open, 2, 8–14. https://doi.org/10.1016/j.npls.2016.01.001 Bi, X., Gunessee, S., Hoffmann, R., Hui, w., larner, J., Ma, Q., & Thompson, F. M. (2012). Chinese consumer ethnocentrism: A field experiment. Journal of Consumer Behaviour, 11(3), 252–263. https://doi.org/10.1002/cb.1374 Bizumic, B. (2019). Effects of the dimensions of ethnocentrism on consumer ethnocentrism. International Marketing Review, 36(5), 748–770. https://doi.org/10.1108/IMR-04-2018-0147 COGENT BUSINESS & MANAGEMENT 23 Carpenter, J. M., Moore, M., Alexander, N., & Doherty, A. M. (2013). Consumer demographics, ethnocentrism, cultural values, and acculturation to the global consumer culture: A retail perspective. Journal of Marketing Management, 29(3–4), 271–291. https://doi.org/10.1080/0267257X.2013.766629 Caruana, A. (1996). The effects of dogmatism and social class variables on consumer ethnocentrism in Malta. Marketing Intelligence & Planning, 14(4), 39–44. https://doi.org/10.1108/02634509610121569 Cleveland, M., laroche, M., & Hallab, R. (2013). Globalization, culture, religion, and values: Comparing consumption patterns of lebanese Muslims and Christians. Journal of Business Research, 66(8), 958–967. https://doi.org/10.1016/j. jbusres.2011.12.018 Cleveland, M., laroche, M., & Papadopoulos, N. (2009). Cosmopolitanism, consumer ethnocentrism, and materialism: An eight-country study of antecedents and outcomes. Journal of International Marketing, 17(1), 116–146. https:// doi.org/10.1509/jimk.17.1.116 Deb, M., & Chaudhuri, H. R. (2014). Impact of firm’s reputation and ethnocentrism on attitude towards foreign products. Marketing Intelligence & Planning, 32(5), 646–664. https://doi.org/10.1108/MIP-04-2013-0070 Deb, M., & Sinha, G. (2015). Impact of culture on religiosity, cosmopolitanism and ethnocentrism. Asia Pacific Journal of Marketing and Logistics, 28(1), 56–72. https://doi.org/10.1108/APJMl-12-2014-0173 Elliott, Greg, Hamin, (2006). A less-developed country perspective of consumer ethnocentrism and “country of origin” effects: Indonesian evidence.Asia Pacific Journal of Marketing and Logistics, 18(2), 79–92. https://doi. org/10.1108/13555850610658246 Evanschitzky, H., v. wangenheim, F., woisetschläger, D., & Blut, M. (2008). Consumer ethnocentrism in the German market. International Marketing Review, 25(1), 7–32. https://doi.org/10.1108/02651330810851863 Fischer, P. M., & Zeugner-Roth, K. P. (2016). Disentangling country-of-origin effects: The interplay of product ethnicity, national identity, and consumer ethnocentrism. Marketing Letters, 28(2), 189–204. https://doi.org/10.1007/ s11002-016-9400-7 Gammoh, B. S., Koh, A. C., & Okoroafo, S. C. (2019). Positioning strategies of high-tech products: Cross-cultural moderating effects of ethnocentrism and cultural openness. Journal of Product & Brand Management, 29(3), 369–385. https://doi.org/10.1108/JPBM-10-2018-2048 Ganeshkumar, P., & Gopalakrishnan, S. (2013). Systematic reviews and meta-analysis: Understanding the best evidence in primary healthcare. Journal of Family Medicine and Primary Care, 2(1), 9. https://doi. org/10.4103/2249-4863.109934 Gehanno, J.-F., Rollin, l., & Darmoni, S. (2013). Is the coverage of Google scholar enough to be used alone for systematic reviews. BMC Medical Informatics and Decision Making, 13(1) https://doi.org/10.1186/1472-6947-13-7 González-Cabrera, C., & Trelles-Arteaga, K. (2021). Etnocentrismo del consumidor e intención de compra en países en desarrollo. Retos, 11(21), 165–180. https://doi.org/10.17163/ret.n21.2021.10 Guo, X. (2013). living in a Global world: Influence of Consumer Global Orientation on attitudes toward global brands from developed versus emerging countries. Journal of International Marketing, 21(1), 1–22. https://doi.org/10.1509/ jim.12.0065 Hakan Altintaş, M., & Tokol, T. (2007). Cultural openness and consumer ethnocentrism: An empirical analysis of Turkish consumers. Marketing Intelligence & Planning, 25(4), 308–325. https://doi.org/10.1108/02634500710754565 Hamin, H., Baumann, C., & l. Tung, R. (2014). Attenuating double jeopardy of negative country of origin effects and latecomer brand. Asia Pacific Journal of Marketing and Logistics, 26(1), 54–77. https://doi.org/10.1108/ APJMl-07-2013-0090 Han, C. M., & Nam, H. (2019). How inter-country similarities moderate the effects of consumer ethnocentrism and cosmopolitanism in out-group country perceptions. International Marketing Review, 37(1), 130–155. https://doi. org/10.1108/IMR-05-2019-0140 Harding, T., & whitehead, D. (2016). Analysing data in qualitative research. In Z. Schneider, & D. whitehead (Eds.), Nursing and midwifery research: Methods and appraisal for evidence based practice (pp. 128–138). Elsevier Health Sciences. He, J., & wang, C. l. (2015). Cultural identity and consumer ethnocentrism impacts on preference and purchase of domestic versus import brands: An empirical study in China. Journal of Business Research, 68(6), 1225–1233. https:// doi.org/10.1016/j.jbusres.2014.11.017 Herche, J. (1992). A note on the predictive validity of the CETSCAlE. Journal of the Academy of Marketing Science, 20(3), 261–264. https://doi.org/10.1007/BF02723413 Hirschfeld, H. O. (1935). A connection between correlation and contingency. Mathematical Proceedings of the Cambridge Philosophical Society, 31(4), 520–524. https://doi.org/10.1017/S0305004100013517 Hoepfl, M. C. (1997). Choosing qualitative research: A primer for technology education researchers. Journal of Technology Education, 9(1). https://doi.org/10.21061/jte.v9i1.a.4 Hsu, J. l., & Nien, H. (2008). who are ethnocentric? Examining consumer ethnocentrism in Chinese societies. Journal of Consumer Behaviour, 7(6), 436–447. https://doi.org/10.1002/cb.262 Javalgi, R. G., Khare, v. P., Gross, A. C., & Scherer, R. F. (2005). An application of the consumer ethnocentrism model to French consumers. International Business Review, 14(3), 325–344. https://doi.org/10.1016/j.ibusrev.2004.12.006