| dc.description.abstract | This dissertation has scientifically achieved its objectives in developing a measurement
instrument for consumer cosmopolitanism in the Vietnamese young market. To justify the
construct’s theoretical operationalization, the dissertation extensively reviewed the
concept’s evolution, underlying theories, measurement scale, and nomological networks.
The literal investigation has exploited and pointed out academic issues around the concept,
which resulted in limitations found across empirical studies employing three available
scales adopted for the Vietnamese consumer market, namely (1) the COS scale (Cleveland
and Laroche, 2007), (2) the C-COSMO scale (Riefler, Diamantopoulos, & Siguaw, 2012),
and (3) the CCOS scale (Lawrence, 2012). The dissertation has highlighted the necessity
for a new measurement scale that is appropriate to capture the extent of the Vietnamese
consumer cosmopolitan. The CCOMO scale has been formally constructed through indepth interviews with twenty informants. The dissertation has developed and implemented
a series of empirical studies to ensure the reliability, validity, and stability of the newly
developed scale. The results have confirmed the soundness of the CCOMO scale in
reflecting cosmopolitanism among Vietnamese youth. Besides academic contributions on
consumer cosmopolitanism, the dissertation has provided insights about this segment.
Understanding the cosmopolitan consumer's characteristics, drivers, and behavioral
responses in specific purchasing situations would definitely assist marketing managers in
designing better strategies for generating robust performance. | en_US |
