Three Decades of Consumer Ethnocentrism Research: A Bibliometric Analysis

Author:

Baber Ruturaj1ORCID,Upadhyay Yogesh2ORCID,Baber Prerana2ORCID,Kaurav Rahul Pratap Singh3ORCID

Affiliation:

1. Symbiosis Centre for Management Studies, Nagpur (A constituent of Symbiosis International Deemed University, Pune), Maharashtra, India

2. School of Studies in Management, Jiwaji University, Gwalior, Madhya Pradesh, India

3. Fortune Institute of International Business (FIIB), New Delhi, India

Abstract

Consumer ethnocentric tendencies (CET) is a field of study that has developed a distinct identity among marketing researchers and practitioners. The construct has been used in consumer research for over three decades. This study uses two bibliometric methods to understand consumer ethnocentrism. The analysis reviewed 255 consumer ethnocentrism publications from the last three decades (1989–2020). The co-citation analysis revealed regional development and replication of consumer ethnocentrism research. Following that, the article used co-word analysis to determine the evolution of consumer ethnocentrism study themes. The research findings point to five research themes on consumer ethnocentrism, namely foundations, methods of measuring ethnocentrism, culture, managerial applications, and emerging trends. Finally, the study maps called for a future research agenda on consumer ethnocentrism.

Publisher

SAGE Publications

Subject

Strategy and Management,Business and International Management

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