Kiwiana: National Identity and Consumption

In this paper, we explore the role of consumption and consumption artefacts (called “Kiwiana”—which refers to those images which have been adopted as symbols of national identity) as part of the recent emergence of a shared New Zealand national culture. The rich tapestry of art, imagery and consumption objects which comprise Kiwiana serve as a shared identity and act as boundary markers to New Zealanders. We explore how this shared culture is co-created, how consumers, brands, and culture creators all act together to (unconsciously) co-create an ecology of meaning, a shared identity that the group members draw on in shaping their consumption behaviour.



Citation:

Sean Sands and Michael Beverland (2011) ,"Kiwiana: National Identity and Consumption", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 491.

Authors

Sean Sands, Monash University, Australia
Michael Beverland, University of bath, UK



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

D2. When a Negative Review Can Help the Company: the Role of the Unfairness and Empathy

Maria Alice Pasdiora, UFRGS
Cristiane Pizzutti, UFRGS
Natalia Englert, UFRGS

Read More

Featured

Consumers’ Trust in Algorithms

Noah Castelo, Columbia University, USA
Maarten Bos, Disney Research
Donald Lehmann, Columbia University, USA

Read More

Featured

Uncertain Reward Campaigns Impact Product Size Choices

Nükhet Taylor, York University, Canada
Theodore J. Noseworthy, York University, Canada
Ethan Pancer, Saint Mary's University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.