PhD student, CEREFIGE Sara Tahali
email: tahali.sara@isiam.ma

Hélène Yildiz
email: helene.yildiz@univ-lorraine.fr

Mcf Hdr

Cerefige

HOW FAIR IS THE HANDLING OF THE CLAIMANT CUSTOMER? A COMPARISON BETWEEN THE E-MAIL AND TELEPHONE CHANNELS

Keywords: complaint, responsiveness, theory of justice, satisfaction, multi-channel, email channel

Context: Our study re-examines, in a comparative way, the impact of the reactivity on the satisfaction of the claiming customer from two channels: the email and the telephone.

Method: Based on the foundations of the theory of justice, we analyze which of the two channels generates better responsiveness, better justice and ultimately greater satisfaction of the claimant customers. A logistic equation was constructed from 653 customer responses following the processing of their claim, which integrated the impact of responsiveness on the three levels of justice theory (procedural, distributive and interactional).

Results: The results of this study underline a greater reactivity and a better satisfaction within the framework of the email channel compared to the telephone channel. The level of procedural fairness was found to be the most important for customers claiming via this channel Conclusion: This study underlines, on the one hand, the importance of the reactivity of the email channel compared to the telephone in the management of complaints. On the other hand, it shows the impact of a smooth and clear process to satisfy the complaining customer and increase his perceived justice.

Literature review

One of the biggest developments in complaints management is the introduction of new communication channels in the handling of customer requests and complaints.

The new technological solutions focused on the digitalization of customer relations, allow the major brands operating in this sector to better adapt their products, to be more easily accessible for consumers/customers, but also to catch the attention of a modern, connected generation that would opt more for communication channels other than voice. It is therefore a question of digitisation that has already begun but needs to be developed.

The ultimate goal behind this policy of digitalising complaint handling is customer satisfaction. In order to win back the customer after a complaint, it is necessary to detect the expectations of the complaining consumer. [START_REF] Davidow | The bottom line impact of organizational responses to customer complaints[END_REF], mentioned the principle of six dimensions affecting the overall satisfaction of claimants in the service sector, especially with regard to responses to these complaints. These dimensions are respectively: timeliness of response, facilitation, redress, apology, credibility, and attention. Speaking of responsiveness, TARP (Technical Assistance Research Program) (1981) were the first to speak of a positive relationship between speed of response and customer satisfaction. [START_REF] Conlon | Customer perceptions of corporate responses to product complaints: The role of explanations[END_REF], even spoke of its impact not only on satisfaction but also on consumer brand loyalty. As a result, the influence of complaint handling whether on satisfaction, loyalty, word of mouth or repurchase intention of consumers has been widely highlighted in the literature [START_REF] Migacz | The "terminal" effects of service failure on airlines: Examining service recovery with justice theory[END_REF]. This implies that companies should take the severity of complaints seriously when adopting strategies for handling and responding to them [START_REF] Crisafulli | Service failures in e-retailing: Examining the effects of response time, compensation, and service criticality[END_REF][START_REF] Zhu | A mathematical model of service failure and recovery strategies[END_REF]. In this sense, [START_REF] Wies | Can advertising investments counter the negative impact of shareholder complaints on firm value[END_REF] noted that companies nowadays are even willing to invest more in handling complaints.

Although an unanswered complaint directly leads to reputational damage for the entity [START_REF] Chan | Investigation of social media marketing: how does the hotel industry in Hong Kong perform in marketing on social media websites[END_REF][START_REF] Khoo-Lattimore | Understanding women's accommodation experiences on girlfriend getaways: a pragmatic action research approach[END_REF]. It has been proven that the speed of response and resolution of the problem positively influence the level of consumer satisfaction, regardless of the severity level of the complaint [START_REF] Mattila | The impact of timeliness on complaint satisfaction in the context of call-centers[END_REF][START_REF] Liu | Examining the trade-off between compensation and promptness in eWOM-triggered service recovery: A restorative justice perspective[END_REF].

Moreover, previous studies claim that responsiveness is able to create a good reputation and improve the company's performance by increasing its sales [START_REF] Xie | The business value of online consumer reviews and management response to hotel performance[END_REF][START_REF] Ye | Measuring the value of managerial responses to online reviews-A natural experiment of two online travel agencies[END_REF].

Previous studies have investigated the link between responsiveness and satisfaction in an omni-channel context. On social networks, for example [START_REF] Johnen | Will you stand by me: Analyzing the effectiveness of brand anthropomorphism in the context of consumer complaints in social media[END_REF][START_REF] Johnen | When pushing back is good: The effectiveness of brand responses to social media complaints[END_REF], or on Facebook in particular [START_REF] Rosenmayer | Omni-channel service failures and recoveries: refined typologies using Facebook complaints[END_REF]. But what about companies offering multi-channel complaint handling? The objective of this study is to analyze which of the two channels, email or phone, ensures a greater reactivity of the complaint processing, in fine the satisfaction of the claiming customer. Reactivity is an important determinant of customer satisfaction. Therefore, our research question is the following: In a multi-channel context, is the reactivity of complaint response more important for the email channel or for the telephone channel?

To answer this question, we mobilize the theory of justice, with its three levels. In the following paragraphs, a review of the literature will be presented, followed by the theoretical framework and the hypotheses of the research, the methodology and the results of the study.

Finally, the different contributions will be presented, along with the limitations and future research avenues.

Theoretical framework and research hypotheses

Theoretical framework

Research around claims has mobilized an array of theories, among others attribution theory [START_REF] Swanson | The effect of recovery locus attributions and service failure severity on word-of-mouth and repurchase behaviors in the hospitality industry[END_REF], mental accounting theory (Chuang & al.2012), equity theory [START_REF] Wen | Examine the cognitive and affective antecedents to service recovery satisfaction: A field study of delayed airline passengers[END_REF] as well as the expectation disconfirmation paradigm [START_REF] Mccollough | An empirical investigation of customer satisfaction after service failure and recovery[END_REF].

Furthermore, several studies have mobilized justice theory to identify the impact of complaints on customer satisfaction [START_REF] Migacz | The "terminal" effects of service failure on airlines: Examining service recovery with justice theory[END_REF]. By adopting the foundations of justice theory, the impact of complaints on customer satisfaction has been widely endorsed in the literature [START_REF] Migacz | The "terminal" effects of service failure on airlines: Examining service recovery with justice theory[END_REF]. However, this topic has not yet been applied in a multichannel complaint context. So, this research aims more specifically at the impact of responsiveness on customer satisfaction by comparing between two frequent channels in complaint management: email and phone. To study this problem, this research adopts Rawls' (1971) theory of justice. The underlying principle behind the use of this theory is simple: the more the company invests and makes efforts to recover the complaining customer, the better the justice that will be rendered [START_REF] Boshoff | The influence of selected antecedents on frontline staff's perceptions of service recovery performance[END_REF][START_REF] Wirtz | Consumer responses to compensation, speed of recovery and apology after a service failure[END_REF].

According to the theory of justice, the interactions specific to claims generate evaluations of three levels of justice: procedural justice, distributive justice and interactional justice (Rawls, 1971). Research has proven the adaptability of this theory to several fields including politics [START_REF] Schlosberg | Theorising environmental justice: the expanding sphere of a discourse[END_REF], sociology [START_REF] Cook | Distributive justice, equity, and equality[END_REF], criminology [START_REF] Kraska | Criminal justice theory: Toward legitimacy and an infrastructure[END_REF], but also the field of marketing and management [START_REF] Greenberg | A taxonomy of organizational justice theories[END_REF]. The use of this theory in the field of complaints is appropriate insofar as it has been mostly adopted by entities (e.g. hotels) in order to solve service failure problems [START_REF] Chebat | How emotions mediate the effects of perceived justice on loyalty in service recovery situations: an empirical study[END_REF][START_REF] Mccoll-Kennedy | Application of fairness theory to service failures and service recovery[END_REF], or to improve the perceived quality, satisfaction and loyalty of complaining customers [START_REF] Liat | Hotel service recovery and service quality: Influences of corporate image and generational differences in the relationship between customer satisfaction and loyalty[END_REF].

The results of [START_REF] Balaji | Customers' emotion regulation strategies in service failure encounters[END_REF] emphasize the relationship between perceived unfairness and claimant customer satisfaction. This led us to closely study the responsiveness in handling the claimant customer, linking it to several other dimensions that act in the customer/firm relationship. These factors will be linked to the three levels of justice theory, namely procedural, distributive and interactional justice.

 Procedural justice refers to the procedures and decisions that a company puts in place to resolve a conflict [START_REF] Maxham | A longitudinal study of complaining customers' evaluations of multiple service failures and recovery efforts[END_REF]. The dimension of clarity of response will cover this level of justice for our research.

 Distributive justice is the extent to which customers feel fairly treated in relation to the outcome of their claim management (Maxham & Netemeyer, 2002, 241). This will be measured in this study through the claim resolution variable.

 Interactional justice, on the other hand, is associated with the relational quality provided by staff throughout the claim management process [START_REF] Swanson | The effect of recovery locus attributions and service failure severity on word-of-mouth and repurchase behaviors in the hospitality industry[END_REF].

Friendliness/courtesy, knowledge of the case, understanding of expectations, and the ability to adapt responses to the situation are variables we use to study the impact of responsiveness on this level of justice.

Whether the variables considered for the level of procedural, relational or distributive justice, all the measurement scales come from the literature. The table below shows the measurement scales adopted for each of the variables.

To represent and complete the level of interactional justice as formulated by the company, a scale comprising eight dimensions was used. This concerns in particular the three variables of this level of justice, namely knowledge of the file, the ability to adapt the response and the understanding of expectations. To answer the questionnaire, each of the eight dimensions was given a score between 1 and 5 on a 5-point Likert scale, as for all other variables. This study will therefore enable us to understand and analyse the behaviour of the consumer claimant, as well as his perception of the reactivity in the handling of his claim on three dimensions: the procedures put in place to resolve his claim, the relational quality with which he was taken care of throughout the process, as well as the final resolution of his claim.

Thus, the following part will expose the hypotheses developed to study this problem.

Research Hypotheses

In the world of customer relations, complaints are seen as a golden opportunity to anticipate and avoid service failures [START_REF] Loo | Profiling service failure and customer online complaint motives in the case of single failure and double deviation[END_REF]. Many studies have demonstrated the significant relationship between claimant satisfaction and the organizational response they received [START_REF] Istanbulluoglu | Complaint handling on social media: The impact of multiple response times on consumer satisfaction[END_REF][START_REF] Brock | Satisfaction with complaint handling: A replication study on its determinants in a business-to-business context[END_REF][START_REF] Maxham | A longitudinal study of complaining customers' evaluations of multiple service failures and recovery efforts[END_REF]. Particularly, the speed of the response has shown its strong impact on the claimant's behavior both on his satisfaction and on his repurchase intention [START_REF] Smith | A model of customer satisfaction with service encounters involving failure and recovery[END_REF][START_REF] Conlon | Customer perceptions of corporate responses to product complaints: The role of explanations[END_REF], or even on his willingness to do WOM [START_REF] Davidow | The bottom line impact of organizational responses to customer complaints[END_REF]. Contrary to these results, other researchers believe that the speed of response would only be effective in the case of a non-monetary claim [START_REF] Gilly | Post-purchase consumer processes and the complaining consumer[END_REF], or only if the response provided contains the solution to the claim [START_REF] Clark | Consumer complaints: Advice on how companies should respond based on an empirical study[END_REF].

Complaint management is a process triggered by a complaint issue, generating a succession of interactions through which a decision and an outcome take place [START_REF] Tax | Customer evaluations of service complaint experiences: implications for relationship marketing[END_REF]. On the one hand, it has been found that when a dissatisfied customer makes a complaint to the company, he or she expects at least a response acknowledging receipt of the complaint [START_REF] Strauss | Consumer complaints by e-mail: an exploratory investigation of corporate responses and customer reactions[END_REF]. On the other hand, [START_REF] Urueña | Successful loyalty in e-complaints: FsQCA and structural equation modeling analyses[END_REF] confirmed that the nonreply or late response to a complaint can decrease the perceived justice in the claimant. For this reason, Janda, Polthier & Kuester (2021) emphasized that organizational response is a crucial element to achieve a better satisfaction of the claimant customer. For the same researchers, a personalized, fast and qualitative response is a key factor to achieve post-claim satisfaction. On the other hand, a late response can be perceived, by the claimant, as a lack of responsiveness and interest in his concerns [START_REF] Istanbulluoglu | Complaint handling on social media: The impact of multiple response times on consumer satisfaction[END_REF], which is a great negative point for the company that can damage its image and reputation. So, here is another point that emphasizes the importance of responsiveness in handling complaints. [START_REF] Davidow | The bottom line impact of organizational responses to customer complaints[END_REF] was among the first to study the importance of speed of response and its influence on post-claim behaviour [START_REF] Davidow | Organizational responses to customer complaints: What works and what doesn't[END_REF]. In his model, [START_REF] Davidow | The bottom line impact of organizational responses to customer complaints[END_REF] explained that organizational responses directly influence claimant satisfaction as well as subsequent behavior expressed primarily by WOM, and repurchase intention. Indeed, through this model, the researcher presented six important characteristics of an effective organizational response to a claim. These variables are respectively (1) speed of response, (2) facilitation, (3) redress, (4) apology, (5), credibility, and (6) attention. We note the importance of speed of response which stands out at the top of the list. For Davidow, speed of response refers to "the perceived speed with which an organization responds to or processes a complaint" [START_REF] Davidow | Organizational responses to customer complaints: What works and what doesn't[END_REF].

With the development of online services, complaint handling and management has imposed its usefulness and importance also in the world of internet and social networks [START_REF] Javornik | Don't forget that others are watching, too!" the effect of conversational human voice and reply length on observers' perceptions of complaint handling in social media[END_REF]. Because of this, [START_REF] Stevens | Timeliness, transparency, and trust: A framework for managing online customer complaints[END_REF] mainly studied the response to online complaints, and highlighted the significant importance of both speed, transparency and trust in handling them. According to the same study, the speed of response to online complaints mainly relies on two steps namely (1) Recruit and train the right people, and (2) respond quickly.

From these results we capitalize on the importance of the speed of response in the complaint handling process, both online and by phone. But which channel allows us to achieve better reactivity, better perceived justice and ultimately satisfaction of the claimant?

The answer to this question makes it possible to solve the problem of this article by studying which of the channels, e-mail or telephone, ensures a rapid response and therefore better reactivity and perceived justice. Indeed, the comparison between the two channels is based on two main dimensions, namely responsiveness and justice perceived by the claimant (with its three levels).

The following are the hypotheses arising from this research: H1: The responsiveness of email is a better way to achieve procedural justice than the telephone.

H2: Reactivity on the e-mail allows, more than the telephone, to reach distributive justice.

H3: Reactivity on the e-mail allows, more than the telephone, to reach interactional justice.

Methodology and results

Insert: Methodology

In order to study the problem, this research adopted a quantitative study through a satisfaction questionnaire sent automatically to the customers after finalizing the processing and closing of their claim. This online questionnaire is based on the 5-modality Likert scale and on scales from the literature. At the end of this study, 1000 returns were collected and 653 were exploited.

For this research, our quantitative study consists in exploiting a database already prepared by the company and which represents an extraction of satisfaction survey responses sent to customers after each contact by telephone or by email following a complaint. This questionnaire was adapted to add measurement scales from the literature, mainly for the variables representing the three levels of justice [START_REF] Maxham | Firms reap what they sow: the effects of shared values and perceived organizational justice on customers' evaluations of complaint handling[END_REF][START_REF] Jeanpert | The role of human interaction in complaint handling[END_REF]. The measurement scales were taken from the literature and a confirmatory validation phase was carried out. The confirmatory analysis led us to reduce the number of initial items, by removing the items presenting simultaneously high saturations on the two factors or saturations that were too low.

To assess the quality of representation of the items in relation to the components, empirical thresholds are established such that a variance of the items explained by the principal components greater than 0.80 shows that the descriptions are well represented. They are moderately well represented when it is between 0.40 and 0.65. They are poorly represented below .40 and should be removed (Churchill, 1979 andSpector, 1994).

To measure responsiveness (the pivotal variable of the research), our study adopts the concept of CES (Customer Effort Service). The latter means "the degree of effort customers expend to integrate company resources, across a range of activities of varying levels of perceived difficulty" [START_REF] Sweeney | Customer effort in value cocreation activities: Improving quality of life and behavioral intentions of health care customers[END_REF].

In order to exploit the results of the quantitative study and to investigate our main research question which is the responsiveness of the email channel compared to the telephone, we used Stata software to analyse the 653 observations. A logistic regression model was built to study the different hypotheses formulated. The logistic regression is by integrating as dependent variable Telephone=0 and mail =1 (table1) and independent variables resolution_mail, interactional_mail, procedural and some control variables such as age, gender.

The results obtained from the estimation of the logistic regression model with Telephone=0 and mail=1 as the dependent variable are shown in Table 1.

Results

The analysis of the results shows that email is perceived as more responsive in terms of procedural justice. Indeed, the clarity of the response is perceived more strongly by the email channel. The value of the marginal effect is evaluated at 1.67 and is significant at less than 5%

suggesting that the perception of procedural justice is more important for email than for the telephone.

However, the relationship between responsiveness and the other levels of justice (interactional and distributive) is not significant (interactional "NS" and distributive "NS"). The objective of this article is to examine which of the two channels (telephone or email) ensures better reactivity and therefore better perceived justice for the claimant.

Contributions, implications and limitations of the research

Theoretical and managerial contributions of the research

The results of this research make important theoretical and managerial contributions.

From a theoretical perspective, the study had two main contributions. The first is the mobilization of the theory of justice to study mainly the impact of the speed of response on the perceived justice of the claimant customer. Indeed, previous studies have included speed as one of several characteristics to investigate its importance in claim management and its impact on satisfaction mainly (e.g. [START_REF] Stevens | Timeliness, transparency, and trust: A framework for managing online customer complaints[END_REF]). Yet no study, to our knowledge, has used justice theory primarily to analyze the impact of responsiveness on perceived justice.

The second theoretical contribution of the research concerns the comparison between the two channels mail and telephone. Indeed, no study has adopted a comparative approach between two channels to study this same issue.

From a managerial point of view, we note from these results that the notion of responsiveness is more important on the e-mail channel than on the telephone channel, and is also a major element of satisfaction on this channel. We also found that responsiveness, for the claimant, is only significant in relation to the level of procedural justice. This would mean that the quality and fluidity of the procedures put in place for handling complaints are a key factor in both the responsiveness and satisfaction of the claimant client.

This could be explained by the efficiency of the procedures put in place by the company in the complaint management process, which results in a quick handling of the complaint, a better perception of responsiveness and consequently a better customer satisfaction.

This element representing the level of procedural justice is more important than the relational quality and demand resolution corresponding to the other two levels of justice (interactional and distributive).

Managerial implications

Based on these results, some recommendations can be made to companies to improve their responsiveness in managing complaints. This could be done in particular through the following actions:

 Train staff and operational teams: as the importance of employee involvement in the success of the complaint management process has been endorsed by [START_REF] Wombacher | Dual commitment in the organization: Effects of the interplay of team and organizational commitment on employee citizenship behavior, efficacy beliefs, and turnover intentions[END_REF]. We recommend the company to train the operational teams regarding all the business procedures instituted to handle the customer's complaint effectively and efficiently.

 Improve the planning of customer advisors: A better planning of the operational teams could allow, on the one hand, to increase the availability rate of the advisor, and on the other hand, to decrease the waiting time of the customer. By acting on the planning, in addition to training, the company would have a team that is not only trained but also available and willing to take care of customer requests both by email and by phone.

 Challenge and motivate teams: [START_REF] Hong | Impact of employee benefits on work motivation and productivity[END_REF] point out that staff motivation has an impact on their productivity and performance. Indeed, a team is more productive when it is informed of the objectives assigned to it, while ensuring a sufficient level of motivation (financial and/or moral) to achieve them under the best conditions. We therefore recommend that companies put in place means to motivate teams in relation to the objectives to be reached in terms of responsiveness. We are thinking in particular of performance bonuses, challenges between teams, etc.

 Implementing the dynamics of commercial gestures: Cummings & E.Seitchik (2020) have shown the crucial importance of compensation in the complaint management process. Whether monetary or non-monetary, commercial gestures are a determining tool in the satisfaction and loyalty of the complaining customer [START_REF] Fu | Monetary or nonmonetary compensation for service failure? A study of customer preferences under various loci of causality[END_REF][START_REF] Kwon | Effects of compensation for service recovery: From the equity theory perspective[END_REF]. Because of this, we suggest that the company implement and enforce a grid for the attribution of sales gestures. This could be done, for example, by segmenting customers according to criteria (e.g., achieved turnover and seniority) so that each gesture is offered commensurate with the importance of the customer and the harm experienced.

 Implementing a "Community management" dedicated to the handling of complaints: It has been proven, on the one hand, that the way in which a complaint has been handled has a strong influence on the E-Wom [START_REF] Langaro | When Consumers' Complaints Fall Into Public Domain: Negative e-WOM on Social Media[END_REF]. On the other hand, it has been concluded that E-Wom maintains a highly significant relationship with corporate reputation (Reyes-Menendez, Saura & Martinez-Navalon, 2019). To avoid any adverse effect that negative WOM due to complaints may have on the company's reputation, we recommend implementing a community management strategy to have a positive online reputation and positioning. This will not only circulate a good image about the company but could also attract potential customers.

 Develop new dashboards and performance indicators based on response responsiveness: According to the results of this study, procedural justice is the most important in the eyes of claimant customers. Companies should therefore orient their policies in this direction by integrating, for example, indicators such as: processing responsiveness, respect and application of procedures, and reliability of responses. To achieve optimal results, we propose to set standards for these criteria so that advisors are challenged to achieve them. Companies could also develop a procedural plan adapted to the nature of their business and the typology of their clients. In this way, the procedures put in place for the management of complaints would be closer to the expectations of the customers, and therefore could provide a higher level of justice and satisfaction.

Limitations and future research directions

One limitation of the research is the variables studied for each level of justice. Future research could incorporate additional items and variables beyond the one used in this study to represent the three levels of justice. This study did not take into account the moderating effect of personal characteristics such as age and gender of respondents. Perhaps future research could test whether perceptions of responsiveness change with the gender of the claimant, for example. This empirical study focused on the comparison of two channels, email and telephone. Further studies could be done by applying this comparison to other channels, such as between different social networks. Perhaps responsiveness and fairness will be perceived differently between Facebook and Instagram for example. Finally, another possible research avenue is to study responsiveness in one-to-one and remote complaint situations. Perhaps human contact ensures more justice towards the complaining customers.

Table 1 (

 1 ** significant at 1%, ** significant at 5%, * significant at 10%, NS values in brackets are standard deviations.

	1)

*


Sara Tahali
email: sara.tahali@univ-lorraine.fr

Hélène Yildiz
email: helene.yildiz@univ-lorraine.fr

Joseph Kaswengi
email: joseph.kaswengi@univ-orleans.fr

Ethnocentrism consumer research: A bibliometric analysis overview over 1984-2021

Keywords: ethnocentrism, consumer research, bibliometric analysis, Web of Science, overview

This paper presents a general overview on ethnocentrism consumer research using bibliometric indicators over the period 1984-2021 from Web of Science Core Collection database. We investigate how the research on this topic is related to international trade, and how the literature has evolved with respect of keywords analysis, co-authorship, Co-citation relative to intuitions, countries and sources titles network. Firstly, our results show that the inflation of World Bank data on international trade since 2006, coincides by simultaneously increasing of the number of publications on ethnocentrism consumer during the same period. This proving that globalization has become a highly predominant phenomenon. Secondly, the keywords analysis over 1984-2021 suggest three cluster namely the process of theoretical foundations of ethnocentrism, operability of the concept of ethnocentrism and intersection between research on the operational aspect of the construct and the conceptual aspect. Finally, this previous clusters has been mutated from one sub-period to another.

Book

Brand, Label, and Product Intelligence

Second International Conference, COBLI 2021

Part II -Brand, products, and consumer behavior CH.5 Ethnocentrism consumer research: A bibliometric analysis overview over 1984-2021

Introduction

A fundamental movement is taking place in every continent with the serious questioning of world trade. In both the political and entrepreneurial spheres, the degree of ethnocentrism of individuals as consumers is at a peak. Indeed, the political messages (speeches by politicians like Trump and Sarkozy) and communications issued by international private groups located in various territories argued that the consumer ethnocentricity is affected (massive investments to testify to national preference, relocation announcements [START_REF] Faulconbridge | Global Professional Service Firms and the Challenge of Institutional Complexity: 'Field Relocation' as a Response Strategy[END_REF]. The almost exponential development of academic research over the past three years on the concept of ethnocentricity highlights a real need to understand this concept as a whole and obtain a holistic view of research on this aspect of the consumer. Following the growth in literature on consumer ethnocentrism and the fragmentation of the theories and measures surrounding this term, this study investigates research on consumer ethnocentrism and shows how it has developed over time. In addition, this study examines the most widely occurring topics in the literature to identify potential weaknesses and gaps in scientific research into consumer ethnocentrism. To achieve these objectives, the research consists in a bibliometric analysis that draws on data from citations of articles, books, and other material available in the Thomson Reuters' Web of Science database. We analyze 479 pieces of research on consumer ethnocentrism dating from 1985 to 2021, thus observing that the number of publications on consumer ethnocentrism changes over time. The study deals with articles from 1984 onwards because the earliest article on consumer ethnocentrism in the Web of Science dates from that year. Several studies exist in numerous bibliometric disciplines. These include [START_REF] Gurzki | Mapping the luxury research landscape: A bibliometric citation analysis[END_REF], who review luxury research by mapping the research landscape. [START_REF] Ferreira | A co-citation bibliometric analysis of strategic management research[END_REF] make a bibliometric analysis of strategic management research. Perianes-Rodriguez et al. (2016) compare full and fractional counting in the construction of bibliometric networks. Gema and [START_REF] Domingo | A bibliometric analysis of international impact of business incubators[END_REF] analyze the international impact of business incubators through a bibliometric analysis. [START_REF] Mishra | Big Data and supply chain management: a review and bibliometric analysis[END_REF] propose a bibliometric analysis employing a green supply chain performance analysis. [START_REF] Samiee | Knowledge structure in international marketing: a multi-method bibliometric analysis[END_REF] analyze the knowledge structure in international marketing using a multi-method bibliometric analysis. [START_REF] Eisend | Assessing the enduring impact of influential papers[END_REF] assessing the enduring impact of influential papers in the marketing and management are using impact factor, primary and secondary citations and bibliometrics analysis. In addition, [START_REF] Chen | State of the art on food waste research: a bibliometrics study from 1997 to 2014[END_REF] carry out a bibliometric study from 1997 to 2014 concerning the state of the art on food waste research. However, despite the fact that consumer ethnocentrism is well established in the management literature with an increasingly growing influence, no research has so far provided a bibliometric study of the matter. Our study provides a better empirical understanding of the most influential countries, authors and channels of diffusion in research on consumer ethnocentrism issues. As a result, the scientific community will be provided with initial results that will serve as a springboard for future research in the field. Following this brief introduction, Section 2 presents a review of the consumer ethnocentrism literature. Section 3 describes the study method. Section 4 discusses results of the bibliometric analysis. Finally, Sections 5 present the conclusions arising from this study.

Literature review

Research on the concept of ethnocentricity was more or less stagnant until 2006, when it took a sharp turn with a proliferation of research on the topic. Indeed, each year the number of publications doubled for the next two years, and then accelerated even more from 2008 despite the economic crisis. In 2014, for example, the number of research papers increased from 25 to 47. These changes can easily be explained by the globalization of trade, which involved the easing of protectionist barriers around the world, including in China between 2006 and 2016.

Faced with this explosion of international trade, a key issue facing researchers and managers has been to understand and explain how consumers in different countries perceive these foreign products arriving on their domestic market. This research generally explores the issue of the effect of the country of origin on the ultimate attitude of consumer buying behavior in relation to these products. Indeed, some consumers faced with this standardization of products in globalized markets have reacted with exacerbated ethnocentricity. Consumer beliefs could have an adverse effect on the entry of certain global foreign products into national markets. This is why researchers have looked at the concept of ethnocentrism in order to understand how these beliefs affect the purchase of products from foreign countries on a national territory. Shimp and Sharma (1987, p. 280) were the precursors who built a scale of measurement of this concept. Ethnocentrism is defined as "consumer beliefs about the relevance or even morality of the purchase of products manufactured abroad". A more general definition of ethnocentrism is the "vision of things in which one's own group is the center of everything, and all others are scaled up and evaluated accordingly" (Sumner 1906, p.13). Thus, ethnocentric consumers will evaluate the products of their own country differently from those produced in other countries [START_REF] Huddleston | Consumer Ethnocentrism, Product Necessity and Quality Perceptions of Russian Consumers[END_REF]. Looking more closely at the concept, ethnocentrism is characterized by a favorable bias towards one's own group (ingroup) compared with others (outside group/non-group) and consists of the following properties: the distinction between different groups; the biased perception of events that favor the interests of one's own group; the perception of one's own group as the center of the universe; suspicion and disdain for other groups; the perception of one's own group as superior, strong and honest (Sharma et al., 1995, p.27); And finally, a perception of other groups as inferior, weak and dishonest [START_REF] Levine | Ethnocentrism: Theories of Conflict, Ethnic Attitudes, and Group Behavior[END_REF]. "the act of purchasing foreign made products may seem "immoral" and "unpatriotic" since it does not contribute to the local economy" (JBR, 2018).

Cleveland, Laroche and Papadopoulos (2009) pointed out that, for ethnocentric consumers, "foreign or global brands represent not only an economic threat but also a cultural threat" (p. 112). "The CET represents the beliefs of consumers about the suitability and morality of buying foreign products (Feurer et al., 2016[START_REF] Shimp | Consumer ethnocentrism: Construction and validation of the CETSCALE[END_REF]. Since the 2008 crisis, a form of global retreat has generated consumer movements that have more specifically delineated the concept of ethnocentrism in its geographical dimension. Indeed, the phenomenon of regionalism has emerged.

Contrary to this early conceptualization of CETSCALE by Shimp and Sharma, CETSCALE can be a multidimensional construction, as noted by Siamagka and Balabanis (2015) andFeurer et al. (2016). Siamagka and Balabanis (2015) suggest that the CETSCALE contains dimensions such as prosociality, cognition, insecurity, reflexivity and habituation In a global context, the country of origin is generally considered to be focal in the group, while foreign countries represent the external groups (Shankarmahesh 2006;[START_REF] Verlegh | Home country bias in product evaluation: the complementary roles of economic and socio-psychological motives[END_REF]). These definitions have generated a profusion of research on this concept to understand in which and by which theoretical process ethnocentrism is related. For example, the terms "ingroup" and "outgroup" [START_REF] Klein | Conceptual issues in modern human origins research[END_REF] presents the theory of the social identity of the individual whose ethnocentrism is related [START_REF] Oyserman | Social identity and self-regulation[END_REF]. Others use conflict theory to highlight the division between those who are part of the community and those outside [START_REF] Levine | Ethnocentrism: Theories of Conflict, Ethnic Attitudes, and Group Behavior[END_REF]. In this theoretical perspective, researchers attempt to explain the attraction versus repulsion of a group [START_REF] Josiassen | Consumer Disidentification and Its Effects on Domestic Product Purchases: An Empirical Investigation in the Netherlands[END_REF]. However, despite the rich literature, the whole theoretical corpus diverges in its results and generates several types of controversy.

The first debate intrinsic to the concept is linked in particular to its measurement. It was the seminal article by [START_REF] Shimp | Consumer ethnocentrism: Construction and validation of the CETSCALE[END_REF] that paved the way for a multitude of research on the scale of measurement called CETSCALE. However, this measuring system, built in a US context, cannot be implemented in other countries as such, which has considerably distorted certain research results. Indeed, most articles on CETSCALE appear to represent its broad socio-normative and economic aspects, emphasizing the need to support US products while rejecting foreign products because of their adverse effects on the US economy; but as soon as the scale was taken up in another country, the results diverged. For example, research shows that the concept of ethnocentrism applied in developing countries obtained different results from the original article (e.g., India, Russia and China, emergent countries ) (Kreckova et al., 2012, p. 272).

Some studies, such as Balabanis & Diamantopoulos (2004), conducted in developing countries have confirmed a low ethnocentric tendency among consumers, who prefer foreign rather than national products. Moreover, ethnocentric consumer trends are not always ranked as "radical". If the perception of a product is linked to a positive image of the country (e.g. level of industrialization or economic development), the ethnocentric consumer will consider that some local products are superior, and yet will positively evaluate foreign products. It was therefore necessary to make some modifications to the scale [START_REF] Luque-Martinez | Consumer ethnocentrism measurement: an assessment of the reliability and validity of the CETSCALE in Spain[END_REF], p. 1357). Furthermore, a scale comprising 13 items proved unnecessary in some cases and most research on the concept has used only a few items to measure the ethnocentricity of a consumer.

Another controversial issue is the one-dimensional scale measurement (Cleveland, Laroche, & Papadopoulos, 2009[START_REF] Klein | Extending the construct of consumer ethnocentrism: when foreign products are preferred[END_REF], Kwak, Jaju & Larsen, Netemeyer, Durvasula, & Lichtenstein, 1991[START_REF] Sharma | Cultural Influences on Consumer Ethnocentrism: A Multi-country Investigation[END_REF], Steenkamp & Baumgartner, 1998[START_REF] Steenkamp | A Cross-National Investigation into the Individual and National Cultural Antecedents of Consumer Innovativeness[END_REF]. That is always debated when analysing recent publications on the subject (Jiménez-Guerrero, et al., 2014) Indeed, several studies have identified several dimensions, and not just one as initially demonstrated by the precursors of the concept. Indeed, the concept of consumer ethnocentrism is a complex construction involving cognitive, affective and normative orientations towards products manufactured abroad [START_REF] Shimp | Consumer Ethnocentrism: the Concept and a Preliminary Empirical Test[END_REF]. Cognitive aspects are identified by a perception of the superiority of domestic products and the inferiority of foreign products (i.e., the belief that national products are the best) [START_REF] Sharma | Consumer Ethnocentrism: A Test of Antecedents and Moderators[END_REF]. Second, the emotional dimension emphasizes the key role of emotions in the evaluation and purchase of products (e.g. positive affective response to value, quality, etc.). Finally, a normative dimension considers the appropriateness of purchasing products manufactured in one's own country and questions how consumers should consume in order to prevent adverse effects on national employment and well-being in their country [START_REF] Vida | Domestic consumption: rational, affective or normative choice[END_REF]. Consumer ethnocentrism can also be defined as a personality trait that can affect attitudes, intentions, preferences and purchasing behaviors when choices of domestic products and services in relation to imported products are at issue (Lindquist, [START_REF] Linquist | The Modified CETSCALE: Validity Tests in the Czech Republic, Hungary and Poland[END_REF].

Beyond the scope of research on the dimensions of measuring the concept, another corpus of debate confronts the evaluation of the antecedents of consumer ethnocentrism. Consumers differ in their level of ethnocentricity due to various factors underlying consumer ethnocentrism. Ethnocentric consumer trends do not develop alone, but are subject to a multitude of influences (Sharma et al., 1995, p.27). The corpus as a whole still offers relatively divergent results concerning the different variables that accentuate or moderate the effects of ethnocentricity on the purchase of a foreign product, such as: the sociopsychological characteristics of an individual, the political environment in which an individual lives, his or her economic situation and demographic characteristics (Zeugner- [START_REF] Petra Zeugner-Roth | Consumer Ethnocentrism, National Identity, and Consumer Cosmopolitanism as Drivers of Consumer Behavior: A Social Identity Theory Perspective[END_REF].

Bibliometric Method

Bibliometrics is the area of research that quantitatively studies bibliographic material (Broadus, 1987Pritchard, 1969), providing overviews of a document set. This study uses a wide range of bibliometric indicators, including the total number of publications and citations, the h-index (Alonso, Cabrerizo, Herrera-Viedma and Herrera, 2009, Franceschini and Maisano, 2010, Hirsch, 2005), the paper, the thresholds of quotations and other related indicators (Merigó, Gil-Lafuente andYager, 2015a, Merigó, Mas-Tur, Roig-Tierno andRibeiro-Soriano, 2015b). By doing so, the objective is to provide a general informative overview of the bibliographic material (Bonilla, Merigó, & Torres-Abad, 2015;Ding, Rousseau, & Wolfram, 2014;Mingers&Leydesdorff, 2015 ). However, the rankings may be different depending on the specific indicator considered, so each reader can interpret the results according to her or his interests ( Coupé, 2003;Podsakoff, MacKenzie, Pod-sakoff, &Bachrach, 2008;Hsieh & Chang, 2009 ). The article uses the WoS Core Collection database in the search process of the information. We remark that there are other databases for dealing with academic documents (Mongeon& Paul-Hus, 2016). Note that WoS is owned by the company Thomson & Reuters Corporation. The search was carried out between 1984 -2016 and considers all the documents published in the journal since 1984, because the first scientific publications on ethnocentrism appeared in 1984.

The study focuses on the bibliometric analysis of a specific journal. This type of methodology has already been used in previous studies for other journals, including the Journal of Business Research ( Merigó et al., 2015b ), the Journal of Business & Industrial Marketing ( Valenzuela, Merigó, Johnston, Nicolás, & Jaramillo, 2017 ), Knowledge-Based Systems ( Cobo, Martínez, Gutiérrez-Salcedo, Fujita, & Herrera-Viedma, 2015 ), and the International Journal of Intelligent Systems ( Merigó, Blanco-Mesa, Gil-Lafuente, &Yager, 2017 ). To map the bibliographic material, we use the VOS visualization software (Van Eck &Waltman, 2010). This software visualizes the results across a wide range of bibliometric indicators, including bibliographic linking, co-citation and co-occurrence (Merigó, Cancino, Coronado, &Urbano, 2016). Bibliographic linkage (Kessler, 1963) occurs when two documents cite the same third document. Co-citation (Small, 1973) appears when two documents receive a quote from the same third document. Co-occurrence analyzes the most common keywords used in documents. Observe that in this paper the focus of co-occurrence is on the keyword list of the articles provided usually at the first page of the paper. The graphical visualization is carried out through a network representation, where the size of a circle increases with an item's relevance and the network connections identify more closely linked items. The place of the circles and the colors are used to cluster the items. Note that the VOS viewer is freely available and further information can be found at: http://www.vosviewer.com/.

Results and discussions

The scope of this analysis covers all documents, languages and countries available because the aim of this study is to gain an overall perspective of developments in research on consumer ethnocentrism. The study examines research dating from 1984 to 2021. The starting year is1984, which is the date of the first article on consumer ethnocentrism in the Web of Science.

Table 1 shows that articles are the most common type of documents on consumer ethnocentrism (404 articles). Proceedings papers are the next most common with 70 publications followed by book chapters (17 publications), early access (15 publications), reviews (8 publications), meeting abstracts (2 publications), books (1 book), and editorial material (1 publication). In Table 2, the areas of research with the most research articles on consumer ethnocentrism are business (332 publications), management (95 publications), economics (52 publications), hospitality and leisure tourism (18 publications), food (17 publications), agricultural economics (12 publications), business finance (11 publications), psychology applied (10 publications), and social psychology (7 publications). The topic of consumer ethnocentrism appears in academic research between 1984 and 2021. From 1984 to 2003 was the beginning of publications around ethnocentrism, with a total of about 3 publications annually. Then, from 2004 to 2008, the average of annual publications doubled to about 6 publications per year. The period between 2009 and the end of 2011 was very productive in terms of publications. The average number of publications is about 17. The increase in publications may be due to the role played by research on consumer ethnocentrism in international trade development during the same period. As world trade increases, studies on ethnocentrism also grow simultaneously. This proves that the concept of ethnocentrism began, at this time, to attract the attention of researchers more and more. In this section, we analyze the co-authorship, countries and sources network. We divide our sample into 2 sub-periods and analyze if the research has mutated or evolved according to the period considered. The selected sub-periods are 1984-2007 and 2008-2021 taking into account the effect of the economic crisis.

Figure 2 shows the analysis of keyword classifications over 1984-2007 and suggests three major clusters. The first red-colored cluster presents keywords that describe the process of the theoretical foundations of ethnocentrism. This cluster shows that the work on ethnocentrism explains the origin of the phenomenon which is translated by key words like (country of origin, foreign product, consumer ethnocentrism, attitudes, antecedents ...). The work on the theoretical exploration of ethnocentrism explains the dimensions of this concept, to define its outline to understand in which and by which theoretical process is connected ethnocentrism.

The key words characterizing this cluster explain that the theoretical conception of ethnocentrism is translated into a psychological construct, describing the tendency for an individual to strongly associate with his own group, his own culture and, in opposition, the tendency to reject the other groups ("foreign product"). The second cluster in green-blue color presents the operability of the concept of ethnocentrism in terms of antecedents and fields of application, "patriotism", "materialism", "value", "culture" and "domestics products" are the keywords that characterize this group. The essential research question of this cluster is to understand how to operationalize this construct across the different continents and what are the antecedents that make up this concept around the world.

The third cluster depicted in yellow is the intersection between research on the operational aspect of the construct and the conceptual aspect. Thus, the research focuses on differences in results by country, whether in terms of its antecedents or measurement. Similarly, the ethnocentric trends of consumers are not always indicated in such a "radical" way.

The figure 3 shows results of co-occurrence of author keywords over 1984-2007. Over this period, research on ethnocentrism evaluated the product's scale of measurement. The studies provide an overview of a country's product strategy. This results in the presence of keywords such as like performance, strategy, globalization, attitude, country, perception... However, over the period 2008-2021, see figure 4, the analysis is refined from the point of view of the consumer and the product. From the consumer's point of view, research focuses on the attributes of the product which is resulting in keywords in blue color like image, attributes, quality, consumer behavior, preferences, self-esteem, nostalgia ... Also the consequences of globalization is studies which results in keywords such as acculturation, animosity, identity, cosmopolitanism, trust and credibility. On the product side, the studies focused on the attributes of the image and the perception of the quality of the product and also the determinants of the products. This manifests itself by keywords such as origin, image, country of origin, hybrid of product, attributes, and food products. Table 6 shows the countries where authors produce the most research on consumer ethnocentrism. This study analyzed the number of articles (TP), the total number of citations (TC), average citations per article (C/P), and finally, the h-index, which measures the quality of research output based on the number of citations received. The United States ranks first with the highest quantity of articles and citations, the highest average citations per article, and the highest h-index in all the three research themes. Table 6 shows that from 1984 to 2021, scholars from the US produced 145 articles with 2738 total citations, 37.94 citations per article, and an h-index of 24. Most of these journals are US journals, and authors from the US may enjoy greater access to these journals than authors from other countries. The countries with the most publications are English-speaking countries1 . Thus, English is the most common language for publishing research on consumer ethnocentrism. Few studies exist in other languages because of the difficulty of publishing non-English language research. Currently, most scientific conferences accept research in English only, although exceptions may exist. The results of the co-citations journal cited on ethnocentrism over 1984-2021, 1984-2007, 2008-2021, are presented respectively by figures 8, 9 and 10.

We note that in 1984-2021 (Figure 8), a heterogeneity of newspapers that publish on the theme of ethnocentrism Figures 11, 12 and 13 show co-authorship of institutions publishing on ethnocentrism respectively over the periods 1984-2021, 1984-2007, 2008-2021. There is heterogeneity of universities in co-authorship publishing on ethnocentrism over 1984-2021. The so-called "elite" universities coexist together with those that are not. European, Asian universities also influence publications on ethnocentrism. Over 1984-2007 (see figure 12), there is more collaboration between American universities and between very few European universities. Elite universities seem to attract and retain the most productive researchers' co-authorship over 1984-2007. In addition, over the period 2008-2021, we note the presence of all the universities over the world. Co-authorship at distance rises steadily during the period, perhaps due to the reduced barriers stemming from innovations in communications technology. These findings are consistent with [START_REF] Laband | Intellectual Collaboration[END_REF], [START_REF] Rosenblat | Getting Closer or Drifting Apart?[END_REF], [START_REF] Goyal | Economics: An Emerging Small World[END_REF][START_REF] Goyal | Economics: An Emerging Small World[END_REF][START_REF] References Agrawal | Restructuring Research: Communication Costs and the Democratization of University Innovation[END_REF][START_REF] References Agrawal | Restructuring Research: Communication Costs and the Democratization of University Innovation[END_REF], who show that decreasing communication costs have increased distant collaboration in academia and opened vast research networks. Finally, the study analyzes the impact of the most productive authors. Table 7 shows that Diamantopoulos A (12 articles) is by far the most prolific author because the other authors have published at most approximately half as many articles. The authors who publish most on the topic are Cleveland M (11 articles), Balabanis G (9 articles), Lee R (7 articles), Sharma P (7 articles), Gineikiene J (6 articles). SteenKamp is the most cited author with 2723 citations, then Klein JG with 649. (Table 7)

Conclusions

This article presents a bibliometric overview of the main trends that occurred on consumer ethnocentrism research between 1984-2021 using the WoS Core Collection database to collect bibliographic information and determine a wide range of bibliometric indicators.

The study also develops a cartographic analysis of bibliographic material to visualize bibliometric networks seen from different perspectives, including journals, authors, universities and keywords.

The results of the bibliometric analysis show that the number of publications on consumer ethnocentrism grows moderately. Arguably, this may be because, research on consumer ethnocentrism is in its initial stages. Research on this area is poorly represented in business, management, and economics because few reliable sources exist on the Internet. In addition,

Figure 1

 1 Figure1shows three stages in the publication trend between 2012 and 2021. After 2012, publications around ethnocentrism declined slightly in 2013 and 2014. But the increase in publications was quickly recovered 1 year later. From 2015 to 2018, publications around ethnocentrism are constantly evolving, with a slight decrease in 2017. 2019 is the flagship year of ethnocentrism studies with a total number of 74 publications and a contribution of 16% to the total number of publications. 2020 saw a slight decrease compared to 2019 in terms of publications, this could be explained by the pandemic COVID-19 and the events it caused.

Figure 1 :

 1 Figure 1 : Publication structure from 2012 to 2021

Figure 2 :

 2 Figure 2 : Co-occurrence of Keywords from 1984-2007

Figure 3 :

 3 Figure 3: Co-autorship between 1984 and 2007

Figure 4 :

 4 Figure 4: Keywords Co-occurrence from 2008 to 2021

Figure 5 :Figure 6 :Figure 7 :

 567 Figure 5: Countries coupling from 1984 to 2021

Figure 8 :Figure 9 :

 89 Figure 8 : Journal coupling from 1984-2021

Figure 11 :

 11 Figure 11 : Co-authorship of institutions from 1984-2021

Table 1 :

 1 Document types

	Document Types	Record Count	% of 479
	ARTICLE	404	84.342 %
	PROCEEDINGS PAPER	70	14.614 %
	BOOK CHAPTER	17	3.549 %
	EARLY ACCESS	15	3.132 %
	REVIEW	8	1.670 %
	MEETING ABSTRACT	2	0.418 %
	BOOK	1	0.418 %
	EDITORIAL MATERIAL	1	0.418 %

Table 2 :

 2 Areas of research articles

	Research Areas	Record Count
	BUSINESS	332
	MANAGEMENT	95
	ECONOMICS	52
	HOSPITALITY LEISURE SPORT	18
	TOURISM
	FOOD SCIENCE TECHNOLOGY	17
	COMMUNICATION	14
	AGRICULTURAL ECONOMICS POLICY	12
	BUSINESS FINANCE	11
	PSYCHOLOGY APPLIED	10
	PSYCHOLOGY SOCIAL	7

Table 5 :

 5 The 10 most cited articles

	Title

Table 6 :

 6 The 10 most productive countriesThe figure5shows the results of coupling of countries publication on ethnocentrism over 1984-2021. All countries around the world are represented on ethnocentrism researches. We noted countries like the United States, France, England, Turkey, Spain, South Africa, etc ... In contrast, over the period 1984-2007 (see figure6), there is a strong presence of developing countries such as the US, England, Canada, the Netherlands, Norway, Estonia, France, Denmark; and some Asian countries like Singapore, India and Kazakhstan. African countries are not represented at all. It is from 2008-2021 (see figure7) that African countries appear, like South Africa.

	Countries/Regions	Record Count	% of 479
	USA	145	30.271 %
	ENGLAND	50	10.438 %
	PEOPLES R CHINA	47	9.812 %
	AUSTRALIA	43	8.977 %
	SPAIN	27	5.637 %
	CANADA	26	5.428 %
	FRANCE	23	4.802 %
	TURKEY	19	3.967 %
	AUSTRIA	17	3.549 %

  . Marketing journals are more represented(International Marketing Review, European Journal of Marketing, etc). Journals of business and consumer behavior (Journal of International Consumer behavior, Journal of Business Research, etc), Food Quality (Journal of Food Products Marketing), Agricultural Economics, Tourism, Global Fashion, Islamic Marketing are also noted. However in the period 1984-2007, see figure9, we mainly notice the presence of marketing journals and very few journals in psychology. But, over the period 2008-2021, the journals that publish on the theme of ethnocentrism, have diversified and we note the presence of journals in psychology, Food Quality, Agricultural Economics, Cultural, Social, Psychological, Sensory and Physiological.

Table 7 :

 7 The most 10 cited 10 authors from 1984-2021

	Authors	Record Count	% of 479
	DIAMANTOPOULOS A	12	2.505 %
	CLEVELAND M	11	2.296 %
	BALABANIS G	9	1.879 %
	LEE R	7	1.461 %
	SHARMA P	7	1.461 %
	GINEIKIENE J	6	1.253 %
	JOSIASSEN A	6	1.253 %
	REARDON J	6	1.253 %
	FERNANDEZ-FERRIN P	5	1.044 %
	LAROCHE M	5	1.044 %

Table 8 :

 8 Most 5 cited authors

	Authors	Total Citations	Average per Year
	Steenkamp	2723	113,46
	Klein	649	27,04
	Batra	579	26,32
	Balabanis	375	20,83

English (466),Turkish (4),Chinese(3),Portuguese, Slovak and Spanish(2)

The study identifies 248 journals that publish articles on consumer ethnocentrism. Table 5 shows, the most cited paper is more theoretical and was published by Steenkamp, and Baumgartner, (1998). The study analyses the assessing measurement invariance in cross-national consumer research and has 2723 citations. The second most cited article is that of [START_REF] Klein | The animosity model of foreign product purchase: An empirical test in the People's Republic of China[END_REF]. The authors presents a model of the animosity of foreign product purchase in contrast to [START_REF] Shimp | Consumer ethnocentrism: Construction and validation of the CETSCALE[END_REF] CETSCALE. the knowledge is fragmented because many research areas mention consumer ethnocentrism and its characteristics.

The keywords analysis over the period 1984-2021 suggests 3 major clusters namely a) the process of the theoretical foundations of ethnocentrism b) the operability of the concept of ethnocentrism in terms of antecedents and fields of application c) the intersection between research on the operational aspect of the construct and the conceptual aspect.

The analysis of keywords in sub-periods proposes clusters that correspond to the evolution of the history of contemporary ethnocentrism issues. Thus, over the period 1984-2007, we find research describing the evaluation of the product's scale of measurement. The studies provide an overview of a country's global product strategy. However, over the period 2008-2021, the analysis is refined from the point of view of the consumer and the product.

Furthermore, the study analyzes the trend in academic publications on consumer ethnocentrism, noting three different stages during the 33 years of publications in this field.

Next, the study analyzes productivity per country, observing that the country with the largest number of publications is the United States, which may be due to the high proportion of journals in the US. Apart from the United States, nevertheless, the fact that a country has more publications does not mean that they are of higher quality in terms of the number of citations. English is incontestably the most common language in which research on consumer ethnocentrism is published. English is currently the "universal language" and gives authors many more opportunities for publication than any other language. While Diamantopoulos A is the author with the greatest number of publications and the highest H-index, the others authors with the highest h-index-and therefore the greatest productivity are Riefler P followed by Cleveland M, Balabanis G, Vida I and Klein JG. This finding may be difficult to interpret due to the supposition that a higher h-index denotes that the article is more pertinent. The two most productive authors are Steenkamp and Baumgartner (1998) and [START_REF] Shimp | Consumer ethnocentrism: Construction and validation of the CETSCALE[END_REF].