“…For this research, we have chosen two antecedents, namely Cosmopolitanism (COS) and Consumer Ethnocentrism (CET), for two reasons: first, because they relate to globalization strategy, which remains a topic of significant interest both academically and managerially (Dimitrovic & Vida, 2010;Dimofte, Johansson, & Bagozzi, 2010;Shimp & Sharma, 1987); second, because previous research studies, though not necessarily from the perspective of country development status, provide a useful benchmark for this paper (see for example, Cleveland et al, 2009;Kaynak & Kara, 2002;Klein et al, 2006;Sharma, 2011). From the perspective of the increased integration and globalization of consumer purchasing intentions, COS supports greater homogeneity while CET is more likely to be linked with greater heterogeneity (Cleveland et al, 2009;Riefler, Diamantopoulos, & Siguaw, 2012;Skrbis, Kendall, & Woodward, 2004).…”