Purpose While researchers have argued that multicultural marketplaces are conceptually different from other types of marketplaces, the marketing literature has only recently begun to develop multicultural perspective studies, and very little research has been done to examine intergroup...

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...