Consumer ethnocentrism measurement ‐ An assessment of the reliability and validity of the CETSCALE in Spain

Before the CETSCALE can be used as a measure of consumer ethnocentrism on an international basis, it is necessary to assess its validity and reliability in as many countries and different conditions as possible. In this sense, the main purpose of this paper is to validate the CETSCALE as a measure of Spanish consumers’ ethnocentric tendencies. This was achieved by means of confirmatory factor analysis. We adopted a competing models strategy. Initially, two alternative models were formulated: a single‐factor model and a two‐factor model. Since both models equally fit the empirical data and after carrying out an in‐depth analysis of the estimated parameters, we considered a third model with two uncorrelated factors. After estimating this new model, the goodness‐of‐fit indices indicated a poor fit compared to the one‐factor model, therefore proving that the scale measures a unidimensional construct and that the measurement error is quite acceptable.