Abstract
Consumer ethnocentrism has been an issue in international marketing and it has been repeatedly studied in developed economies though there are relatively fewer such studies in developing economies, particularly in Africa. Further, consumer ethnocentrism scale (CETSCALE) has been adapted without sufficient reliability, validity, and dimensionality tests in African countries. Thus, this study investigated the reliability, dimensionality, and validity of the CETSCALE in Ethiopia. The result indicated that the CETSCALE is a reliable, valid, and three-dimensional (patriotic, prosocial, and protectionist) scale in the study area. Implications of the findings and future research directions were discussed.
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