Jian Wang

26Consuming nations − Brand nationality in the global marketplace: A Review

Abstract: This review aims to provide a broader context and framework for understanding the role of national identity in the consumption process. It represents a continued effort to capture and explain the mechanisms and consequences of the salience of national identity and consumer advocacy in moments of contentious international politics. The review first lays out the conceptual premises for the discussion of the role of national identity in consumption, followed by an examination of the subjectivity and objectivity of brand nationality. Next it provides an overview of the mainline research streams in this area of inquiry. Given the varying conceptual departures ...

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