Title: Review and replication three existing measurement scales of consumer cosmopolitanism: an empirical study in Vietnamese young segment

Authors: Nhu-Ty Nguyen; Thai-Ngoc Pham

Addresses: School of Business, International University, Vietnam; Vietnam National University, HCMC Quarter 6, Linh Trung Ward, Thu Duc City, Ho Chi Minh City, Vietnam ' School of Business, International University, Vietnam; Vietnam National University, HCMC Quarter 6, Linh Trung Ward, Thu Duc City, Ho Chi Minh City, Vietnam; Faculty of Business Administration, Ton Duc Thang University, No. 19 Nguyen Huu Tho, Ho Chi Minh City, Vietnam

Abstract: In the globalised market, the priority of companies pursuing international achievements is how to identify segments that are favourable foreign products. Consumer cosmopolitanism represents a promising group for implementing successfully cross-cultural strategies. Scholars also agree that the formation process of consumer cosmopolitanism varies from country to country. This study provides a review and replication of the reliability and validity of available measurement scales for consumer cosmopolitanism in Vietnam. The findings highlight a necessity for a new measurement scale of consumer cosmopolitanism applying in the Vietnamese young market and provide a theoretical distinction among related constructs: cosmopolitanism, cosmopolitan, and consumer cosmopolitanism. Theoretical contributions and future recommendations have been suggested in this study.

Keywords: consumer cosmopolitanism; cosmopolitanism; cosmopolitan; product's attitude; product's evaluation; product's purchase intention.

DOI: 10.1504/JGBA.2021.115765

Journal for Global Business Advancement, 2021 Vol.14 No.2, pp.241 - 262

Received: 23 Oct 2020
Accepted: 10 Feb 2021
Published online: 21 Jun 2021 *

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