Cosmopolitanism and ethnocentrism among young consumers in emerging Asia: Chinese vs Koreans towards Japanese brands

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Purpose: The purpose of this paper is to investigate how consumer cosmopolitanism (COS) and consumer ethnocentrism (CET) may affect young populations in China (an emerging country) and Korea (an advanced emerging country) on their evaluations of Japanese brands. Design/methodology/approach: The author hypothesize that the levels and the effects of COS and CET will differ between China and Korea because of their differing levels of economic development and globalization. Surveys were conducted with 311 Chinese and Korean young individuals with comparable sample characteristics. Findings: The research reveals a few interesting findings. First, the findings show that Chinese young consumers may be more ethnocentric and moderately less cosmopolitan than their Korean counterparts. Additionally, COS was found to have greater effects on evaluations of Japanese brands in China than in Korea. On the other hand, CET played a subdued role in brand evaluations for both countries. Research limitations/implications: The findings suggest that COS and CET may have reduced influences on future consumers in emerging Asia and other emerging countries as they experience increasing globalization. Originality/value: This study addresses an under-researched issue of how consumer values may change in emerging Asia experiencing rapid economic development and globalization.

Original languageEnglish
Pages (from-to)330-346
Number of pages17
JournalAsia Pacific Journal of Marketing and Logistics
Issue number2
StatePublished - 2017


  • Asia
  • Chinese consumers
  • Consumer cosmopolitanism
  • Consumer ethnocentrism
  • Korean consumers


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