TÜKETİCİ ETNOSENTRİZMİ ÜZERİNE ÇALIŞILAN LİSANSÜSTÜ TEZLERİN BİBLİYOMETRİK ANALİZİ

This study aims to examine postgraduate theses on consumer ethnocentrism through bibliometric analysis and offer insights for future research. A total of 119 master’s and doctoral theses published between 2006 and 2024 were identified in the Council of Higher Education (CHE) Thesis Center using the keywords “tüketici etnosentrizmi” and “consumer ethnocentrism.” These theses were analyzed based on parameters such as degree level, gender, language, advisor title, university, institute, department, keywords, research methods, and thesis length. Findings show that 75.15% of the theses were master’s and 21.85% doctoral. There was a balanced gender distribution among authors. Most theses were produced at Istanbul and Marmara Universities, particularly in Social Sciences Institutes and Business Administration departments. A large portion (37.82%) was supervised by professors, and the majority were written in Turkish (91.60%). In 31.93% of the studies, four keywords were used; nearly all employed quantitative methods (99.16%), with most theses between 101–200 pages. Common themes included consumer ethnocentrism, purchase intention and decision, country-of-origin effect, consumer behavior, Cetscale, nationalism, brand personality, and cosmopolitanism. It is suggested that future studies should include qualitative methods to broaden the methodological diversity and deepen the understanding of the phenomenon of consumer ethnocentrism.