A Comparative Case Study of Global Marketing and Ethnocentrism ...

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marketing is origniating (United States), the culture the marketing is directed toward (Brazil), and the marketing medium (the Internet). Measurement Scale The most well known scale to measure ethnocentrism is the CETSCALE developed in 1987 by Shimp and Sharma. The 17 item scale was rigorously formulated, refined and validated in the United States, and was subsequently applied and validated internationally (Bandyopadhyay and Muhammad sbaer.uca.edu). The acronym stands for Consumer Ethnocentric Tendencies Scale, and was designed as a way to measure consumer ethnocentric tendencies related to purchasing foreign versus American made products. Shimp and Sharma wanted to formulate this concept to suit the marketing discipline, something that had not been done before (Mavando and Tan 1). Their construct involved normative beliefs in people’s buying behavior. They tested the hypothesis that U.S. consumers prefer not to buy foreign made products because ethnocentrism carries with it the notion of consumer's patriotic emotions. It is important to note that the reliability of the CETSCALE is extremely high. Validity testing included panel screening, two purification studies, refinement (consisting of 25 items), and finally an aggregate test that deemed the 17 items acceptable as they satisfied the .5 reliability criterion (Shimp and Sharma 282). This methodology does not use the CETSCALE directly but rather a modification of the CETSCALE. This hypothesis is testing reverse ethnocentrism, a 31
modified CETSCALE to measure the ethnocentrism on the part of the corporations doing the marketing rather than the ethnocentrism of the consumer. It measures how much or how little the consumer perceives the company as ethnocentric in their marketing. Shimp and Sharma use the term “consumer ethnocentrism” to represent the beliefs held by American consumers concerning the purchasing of foreign products (Shimp and Sharma 280). Therefore, this thesis considers "corporate ethnocentrism” as seen through the eyes of the consumer. Since the CETSCALE has paved the way for measuring ethnocentrism in the marketing arena, and it has been validated thoroughly for reliability, it is appropriate to use it as a basis for the scale developed in this methodology. The Shimp and Sharma 17 scaled questions were inverted to test the hypothesis (original and modified scales in appendix B). The response format uses a 5 point Likert type scale with “strongly disagree” (value = 1) to “strongly agree” (value = 5). For example, question number 5 on the CETSCALE states “Purchasing foreign made products is un-American” then question number 5 on the modified scale states, “Purchasing American products makes me feel like I am compromising my culture.” Keep in mind, the CETSCALE surveyed American consumers, the modified scale surveys Brazilian consumers. In the reporting of results, some of the question values were transposed in order to maintain reporting consistency. For example, a response of “1” indicates a perception of very low ethnocentrism coming from U.S. companies. However, 32
Page 1 and 2: A COMPARATIVE CASE STUDY OF GLOBAL
Page 3 and 4: A COMPARATIVE CASE STUDY OF GLOBAL
Page 5 and 6: TABLE OF CONTENTS Introduction 1 Ch
Page 7 and 8: Cultural Positioning 74 Discussion
Page 9 and 10: LIST OF FIGURES Figure 3-1: Graphic
Page 11 and 12: The channels through which ethnocen
Page 13 and 14: CHAPTER 1 LITERATURE REVIEW This th
Page 15 and 16: from the point of the in-group (Sin
Page 17 and 18: we are “we” because of being po
Page 19 and 20: vital to appreciating one’s own c
Page 21 and 22: (3) self-interest concerns, (4) rec
Page 23 and 24: More discoveries were made to suppo
Page 25 and 26: cross-cultural decisions (2). The l
Page 27 and 28: In home markets self-reference crit
Page 29 and 30: The examples to this point have all
Page 31 and 32: channels in a particular country is
Page 33 and 34: media, he suggests that Internet we
Page 35 and 36: 17). There is the possibility of co
Page 37 and 38: CHAPTER 2 METHODOLOGY As discussed
Page 39: were given the list of websites to
Page 43 and 44: exploratory interviews, require sig
Page 45 and 46: another language. When message mean
Page 47 and 48: Table 2-3: Image questions (not in
Page 49 and 50: Therefore, the way people are portr
Page 51 and 52: Testing Survey Questions As discuss
Page 53 and 54: CHAPTER 3 RESEARCH RESULTS This cha
Page 55 and 56: Modified CETSCALE Results The respo
Page 57 and 58: * * * 5.0 4.5 4.0 3.5 3.0 2.5 2.0 1
Page 59 and 60: The Major Topic/Theme method of dat
Page 61 and 62: esponse scores given to these state
Page 63 and 64: GM, would clearly have the least et
Page 65 and 66: phrase “Quality Care” would be
Page 67 and 68: y Ford. Chrysler fell short of the
Page 69 and 70: you would very rarely see a blond i
Page 71 and 72: punctuality and time limits. Americ
Page 73 and 74: Figure 3-16: Chrysler Using Camping
Page 75 and 76: issue of lack of online access by w
Page 77 and 78: The relationship between Western et
Page 79 and 80: taken the time to learn how to tran
Page 81 and 82: to determine the Internet’s impac
Page 83 and 84: eport by Adbrands.net named General
Page 85 and 86: Finally, all six of the marketing f
Page 87 and 88: selling activities within the cultu
Page 89 and 90: specific to the companies that were
Page 91 and 92:
APPENDIX A 82
Page 93 and 94:
Would you classify this as U.S. Eth
Page 95 and 96:
Interview with Carla Lopez: Date: N
Page 97 and 98:
APPENDIX B 88
Page 99 and 100:
8. We should purchase products manu
Page 101 and 102:
Qualitative Interview Questions Mar
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Marketing Factor 3: Image The actua
Page 105 and 106:
Marketing Factor 5: Branding Does t
Page 107 and 108:
Confidentiality Statement Signed by
Page 109 and 110:
Raw Data from Scaled Survey Subject
Page 111 and 112:
Table E-1: Case Study of General Mo
Page 113 and 114:
Table E-2: Case Study of General Mo
Page 115 and 116:
Table E-3: Case Study of Chrysler W
Page 117 and 118:
Table E-4: Case Study of Chrysler W
Page 119 and 120:
Table E-5: Case Study of Ford Websi
Page 121 and 122:
Table E-6: Case Study of Ford Websi
Page 123 and 124:
WORKS CITED Adorno, T.W., et al. Th
Page 125 and 126:
Lee, Dong-Jin and M. Joseph Sirgy.
Page 127 and 128:
Usunier, Jean-Claude. Marketing Acr
Page 129:
Sharma, Subhash, and Terence A. Shi
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