Purpose The purpose of this paper is to examine the effects of consumer ethnocentrism and country of origin across different immigrant communities. Design/methodology/approach A survey was used to collect data from immigrants in the USA and Mexico. Findings For immigrants with high levels of...

Purpose – The purpose of this paper is to examine how country of origin and consumer ethnocentrism pertain to first-generation immigrants, who often identify with two or more countries. Design/methodology/approach – After a pretest to validate the modified consumer ethnocentrism scale, the...