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Consumer racism: a scale modification

Abdul Latif, Samshul Amry and Abdul Talib, Asmat Nizam (2017) Consumer racism: a scale modification. Asia Pacific Journal of Marketing and Logistics, 29 (3). pp. 616-633. ISSN 1355-5855

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Abstract

Purpose – Consumer racism describes the act of purchase discrimination based on ethnic and/or cultural differences. As the original consumer racism scale was developed based on a Western context and environment, most of its items may be unsuitable for use in certain non-Western countries. This paper aims to modify the existing consumer racism scale to include the elements of inter-ethnic relationships, historical occurrences and political situations, which are crucial in shaping and influencing racism in a multi-religion and multi-racial context. Design/methodology/approach – After generating new items and retaining or removing others for a modified consumer racism scale, exploratory factor analysis (EFA) was performed based on 145 respondents followed by confirmatory factor analysis (CFA) based on 176 respondents. The modified scale, including two other related constructs (consumer ethnocentrism and consumer animosity), was then tested through structural equation modeling (SEM) using WarpPLS 5.0 and data from 495 respondents. Findings – EFA and CFA results suggest that the modified 8-item consumer racism scale is applicable in a multi-ethnic scenario. However, SEM findings contradict previous studies; thus, discussion of the possible effects of consumer racism is based on two different approaches. Research limitations/implications – Future research could be expanded into other ethnic groups and countries, and/or to different products, categories and brands. Originality/value – The main contributions of this study are the validation of the modified measurement scale and demonstration of its applicability in a multi-ethnic scenario. The study is based on data from a multi-ethnic, multi-religion and multi-cultural country: Malaysia. Keywords: Consumer racism, scale modification, consumer ethnocentrism, consumer animosity, Malaysia, ethnic Malays, ethnic Chinese Paper type: Research paper

Item Type: Article (Journal)
Additional Information: 8063/61138
Subjects: H Social Sciences > HF Commerce > HF5001 Business. Business Administration
H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5410 Marketing. Distribution of products
H Social Sciences > HM Sociology
Kulliyyahs/Centres/Divisions/Institutes: Kulliyyah of Languages and Management
Depositing User: Dr Samshul Amry Abdul Latif
Date Deposited: 10 Jan 2018 08:55
Last Modified: 18 May 2018 11:33
URI: http://irep.iium.edu.my/id/eprint/61138

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