Based on 305 surveyed consumers in Zimbabwe's two major cities (Harare and Bulawayo), the study sought mainly to measure consumer ethnocentrism and to test psychometric properties of the CETSCALE in Zimbabwe using structural equation modeling. It was established that the construct of consumer ethnocentrism comprises two dimensions, namely negative influence of fore...

Inter-relationships among perceived product necessity, perceived value, customer satisfaction and affective attitude are examined in Harare, Zimbabwe using structural equation modelling. The study provides evidence that perceived product necessity, perceived value and customer satisfaction each positively influences affective attitude. The findings also show that p...