Abstract
This paper examines the transferability of the national identity (NATID) framework in a multi-ethnic consumer market. Data were collected using heterogeneous purposive sampling from 403 respondents in Malaysia. This study exert also responds to the cross-cultural validation of measures used in international research whereby the authors assessed measurement invariance of the NATID dimensions construct using Malaysian and non-Malaysian samples. The analysis provided strong support for the factor structure, internal consistency, and discriminant validity on the transferability of the NATID framework on the Malaysian data sample. The result also suggested ethnic affiliations are a relevant unit of analysis and indicates that the relationship between the dimensions of NATID and overall national identity, varied across the three major ethnic groups. With reference to originality, this research is pioneering the adaptive etic approach to elicit inputs and to improve the transferability of the NATID framework.
Highlights
The national identity describes a concept of collective behaviour (Balabanis, Diamantopoulus, Mueller, & Melewar, 2001) that endorses economic ethnocentrism, segregation, and isolationism
It was concluded that these results provide strong construct unidimensionality, internal consistency, and validity for the national identity (NATID) framework with the Malaysian data sample
The main objective was to examine the transferability of the NATID framework to the Malaysian multi-ethnic setting
Summary
The national identity describes a concept of collective behaviour (Balabanis, Diamantopoulus, Mueller, & Melewar, 2001) that endorses economic ethnocentrism, segregation, and isolationism. The coexistence of diverse ethnicity and growing purchasing power may be relevant for the evaluation of national identity within Malaysia (Hirschman, 1987; Teo, 2011). This effort complements Keillor et al (1996) and Keillor and Hult (1999) that called for more studies in a wider variety of cultural settings to validate the NATID framework. This study set forth to expand the understanding of how consumers within the cultural environment that differs significantly from the Western ontology that has profoundly dominated the ethnic marketing research and practices (Engelen & Brettel, 2010).
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