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
Featured papersSee More
Out of Your League: Women’s Luxury Products as Signals to Men
Yajin Wang, University of Maryland, USA
Vladas Griskevicius, University of Minnesota, USA
Qihui Chen, Peking University
When Does Being Paid an Hourly Wage Make it Difficult to Be a Happy Volunteer?
Sanford E. DeVoe, University of California Los Angeles, USA
Jieun Pai, University of California Los Angeles, USA
Mediation as a Multi-Dimensional Process of Brand-Related Interaction
Serena Wider, Copenhagen Business School
Andrea Lucarelli, Lund University
Sylvia Wallpach, Copenhagen Business School