Big Ideas on the Contribution of Brands to Consumers’ Lives

Concepts from adjacent fields are used to show that brands contribute to feelings of belonging to national communities. We propose that national identity is a significant, overlooked form of community. Studies of brands and national identity have clear potential for adding new insights into how consumers use brands.



Citation:

Sandy Bulmer and Margo Buchanan-Oliver (2011) ,"Big Ideas on the Contribution of Brands to Consumers’ Lives", 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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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