How inter-country similarities moderate the effects of consumer ethnocentrism and cosmopolitanism in out-group country perceptions

Purpose The purpose of this paper is to examine how consumer ethnocentrism (CET) and cosmopolitanism (COS) may affect Asian consumers’ perceptions of out-group countries and their products, doing so by examining similar vs dissimilar countries across countries of origin. Given the strong inter-country rivalries that exist among Asian countries, the authors propose two alternative hypotheses, drawing from social identity theory and realistic...