Consumer cosmopolitan patriotism: the construct, measurement and managerial implications

Purpose – The complex global environment has given rise to various consumer values. This study introduces and investigates a new construct, consumer cosmopolitan patriotism (CCOSP), defined as the degree to which consumers integrate cosmopolitanism into patriotism, leading to the coexistence and mutual promotion of both. Building on the need for an integrated perspective, the study aims to (1) develop and validate a scale to measure CCOSP in the intertwined context of globalization and deglobalization and (2) identify the applications of CCOSP on consumer behaviors in the field of technology-related brand and product management. Design/methodology/approach – The items and factor structure are initially tested on a sample of 425 consumers (Study 1), and two dimensions of CCOSP are identified, which are subsequently analyzed in another two samples (Study 2). Discriminant validity of CCOSP is also confirmed in three independent samples (Study 3). A new sample of 328 respondents is used to test the predictive validity of CCOSP in branding positioning (Study 4), and a sample of 267 respondents tests its implications in hybrid products (Study 5). In addition to the general procedures for scale development, this study also employs experiments, questionnaires and structural equation modeling to test the effects of CCOSP. Findings – This study establishes a new construct of CCOSP, which has emerged in the political field along with the trend of deglobalization but never in consumer research. Results clarify the stable two-dimensional structure of CCOSP across multiple samples and demonstrate that CCOSP, as a new consumer characteristic, possess strong predictive validity for technology enterprises’ hybrid brand positioning and new product development. Originality/value – This is the first empirical study proposing a new scale to measure the consumer disposition of cosmopolitan patriotism. Different from the perspective that treats cosmopolitanism and patriotism as opposite or paralleling, this study provides the possibility for their coexistence and mutual enhancement. Moreover, it contributes to new empirical evidence for technology enterprises’ brand positioning and product technological element combination in the context of globalization and deglobalization.