Brand Consumption Rituals and National Identity

Ritualized brand behavior that is considered characteristic within a national community is explored. We identify rituals surrounding brand consumption that impact on national identity. Insights are offered on the role of specific brand stories, memories attached to brands, gift giving and shared consumption occasions when hosting family functions.


Sandy Bulmer and Margo Buchanan-Oliver (2012) ,"Brand Consumption Rituals and National Identity", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 172-143.


Sandy Bulmer, Massey University, New Zealand
Margo Buchanan-Oliver, University of Auckland, New Zealand


AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012

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