Brand Bias (Domestic vs. Foreign)

What it measures

A five-item semantic differential scale measuring the degree to which a consumer evaluates domestic brands as superior to foreign brands across quality, design, technological advancement, value, and cultural resonance dimensions. Items compare domestic and foreign brands on a series of bipolar dimensions, capturing the overall bias toward locally produced brands as a product category attitude. The scale reflects consumer ethnocentrism at the brand evaluation level — the tendency to prefer home-country brands across objective quality and symbolic dimensions.

Representative items

• poor in overall quality / excellent in overall quality
• low in their degree of technological advancement / high in their degree of technological advancement

Citation

Zhou, Lianxi, Zhiyong Yang, and Michael K. Hui (2010). Non-local or local brands? A multi-level investigation into confidence in brand origin identification and its strategic implications. Journal of the Academy of Marketing Science, 38(2), 202–218.