International business entry modes and consumer ethnocentrism: A multi country perspective

Abstract

This study aims to assess the impact of changes in international business modes on consumer ethnocentrism. The study utilizes a quantitative research approach and is theoretically grounded in the resource‐based view. Data was collected from Bangladesh, China, India, and Malaysia using the consumer ethnocentrism tendencies scale (CETSCALE), and analyzed using quantitative methods. The results indicate that changes in international entry modes have an impact on the degree of consumer ethnocentrism. Across all countries studied, the highest level of consumer ethnocentrism was found for imported products, and this degree and intensity decreased when the entry modes changed from importing to joint venturing and FDI. This study contributes to the literature on both international business and consumer behavior by integrating the two fields, resulting in a robust theoretical contribution. The findings also suggest that the appropriate IB mode can act as a resource.