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Consumer cosmopolitanism is defined as world citizenship, open interaction with foreigners and the polar opposite of xenophobic attitudes. Although it is the opposite of consumer ethnocentrism, to date, cosmopolitanism has been primarily perceived as the virtue of not seeing foreigners as a threat, not being hateful towards foreigners, and embracing cultural diversity. Based on this conceptualization, our main objective is to develop and test an alternative pilot scale for consumer cosmopolitanism. Fifteen scale items were developed as a result of a literature review and consultation with academic experts. A survey was administered to 484 people in Turkey. Exploratory factor analysis showed that the scale items were grouped in three factors. To measure the validity of this consumer cosmopolitanism scale, Confirmatory Factor Analysis (CFA) indicated that second-order-factor-model was a more rational measurement configuration to determine consumer cosmopolitanism with three factors.

Consumer cosmopolitanism is defined as world citizenship, open interaction with foreigners and the polar opposite of xenophobic attitudes. Although it is the opposite of consumer ethnocentrism, to date, cosmopolitanism has been primarily perceived as the virtue of not seeing foreigners as a threat, not being hateful towards foreigners, and embracing cultural diversity. Based on this conceptualization, our main objective is to develop and test an alternative pilot scale for consumer cosmopolitanism. Fifteen scale items were developed as a result of a literature review and consultation with academic experts. A survey was administered to 484 people in Turkey. Exploratory factor analysis showed that the scale items were grouped in three factors. To measure the validity of this consumer cosmopolitanism scale, Confirmatory Factor Analysis (CFA) indicated that second-order-factor-model was a more rational measurement configuration to determine consumer cosmopolitanism with three factors., Potrošački kozmopolitizam se definira kao svjetsko građanstvo, otvorena interakcija sa strancima i potpuna suprotnost od ksenofobičnih stavova. Iako je suprotno od etnocentrizma potrošača, do danas, kozmopolitizam se prvenstveno doživljava kao vrlina nedoživljavanja stranaca kao prijetnje, neimanja osjećaja mržnje prema strancima te obuhvaća kulturnu raznolikost. Temeljem navedene konceptualizacije, naš glavni cilj je razvoj i testiranje alternativne pilot skale za kozmopolitizam potrošača. Petnaest jedinica skale je razvijeno kao rezultat pregleda literature i konzultacija s akademskim stručnjacima. Istraživanje je obuhvaćalo 484 osobe u Turskoj. Eksploratorna faktorska analiza pokazala je da su jedinice skale grupirane u tri faktora. Za mjerenje valjanosti ove skale kozmopolitizma potrošača, potvrdna faktorska analiza (CFA) je pokazala da je faktorski model drugoga reda racionalnije konfiguracije za mjerenje s ciljem utvrđivanja kozmopolitizma potrošača s tri faktora.

Current research on country of origin treats global and local brands as a single construct based on opposite ends of one continuum - a brand is either a global brand or a local brand. This thesis shows that the global-local brand concept should be divided into two distinct constructs – brand globalness based on distribution of the brand (global and nonglobal) and brand ownership based on ownership of the brand (local-owned and foreign-owned). Additionally, the role of consumer ethnocentrism, patriotism, global openness and the effects of price differences on brand evaluations and purchase intentions can now be examined more closely. Two stages of Quasi-experiment were administered in Thailand. Study one was conducted with 243 undergraduate students to examine direct and interaction effects of brand globalness and brand ownership as well as moderating impacts of consumer ethnocentrism, patriotism, and global openness on consumers’ attitudes and intentions towards the brand. Results suggest that, regardless of brand ownership, consumers evaluated global brands more positively than non-global brands. Consumers rated certain local-owned brands (airline) more positively than foreign-owned brands, regardless of the brand’s level of globalness. This research also found that high patriotic and high ethnocentric consumers favoured local-owned brands and high global openness consumers favoured global brands. Study two was conducted with 558 postgraduate students to examine impacts of consumer ethnocentrism, and patriotism and the possible interaction with price, on purchase intention. This was done to determine if ethnocentric/patriotic consumers were willing to pay more for local-owned brands and if so, to what extent. Findings indicated that perceived price differences moderated the brand ownership-purchase intention relationship. More importantly, when the price of a local-owned brand increased relative to a foreign-owned brand, a negative intention to purchase the local-owned brand was diminished among high ethnocentric and patriotic consumers. Also, when the price of a foreign-owned brand increased relative to a local-owned brand, a negative intention to purchase the foreign-owned brand was enhanced among high ethnocentric and patriotic consumers. Managerial implications discussed in this study included benefits from the use of a new brand categorisation scheme and price difference in brand positioning and pricing strategies.