When Does National Identity Matter? Two Contrasting Symbolic Meaning of Brands in Emerging Countries

Man Ching Kwan, Hong Kong Baptist University, China
This research focuses on national identity and addresses the ambiguity between the protection of embraced ideology and the pursuit of social development. Examining through experiments, it was founded that the congruity of brand personality with people’s beliefs held for their nation, either actual or ideal, impacts on brand favorability.
[ to cite ]:
Man Ching Kwan (2011) ,"When Does National Identity Matter? Two Contrasting Symbolic Meaning of Brands in Emerging Countries", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.