Globalization, expectations model of economic nationalism, and consumer behavior

Syed H. Akhter.(Department of Marketing, Marquette University, Milwaukee, Wisconsin, USA The Journal of Consumer Marketing) Santa Barbara: 2007. Vol. 24, Iss. 3; pg. 142

Summary ;

The goals of the subject are to propose, measure, and empirically test the expectations model of economic nationalism. The model posits that economic nationalism is reflected in people's expectations of their government, domestic firms, and the general public, in terms of restricting the activities of foreign firms. A confirmatory factor analysis is conducted to test the model, using the LISREL procedure. Results show acceptable fit for the proposed model. Reliability of each of the three dimensions of economic nationalism is in the acceptable range. A nomological validity test showed that economic nationalism is related to otherconstructs not included in the model. A limitation of the model is that it is based on a single sample. Future studies can test the generalizability of model with samples from different countries. The implication of the study is that increasing globalization might lead to an increase in economic nationalism. Business executives, therefore, need to focus not only on the benefits that they will derive from entering a country, but also the benefits they will deliver to the domestic economy by entering the country. The paper presents an expectations model of economic nationalism. The model is based on the premise that people's expectations of their government, domestic businesses, and the general public in terms of their role in restricting the activities of foreign firms are reflective of economic nationalism. The more people expect of these three players the more economically nationalistic they will be. The value of the globalization is to researchers in international business and global marketing and to business executives involved in managing global operations.


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