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Consuming identity: the case of Scotland

Coombes, Emma and Hibbert, Sally A. and Hogg, Gillian M. and Varey, Richard (2001) Consuming identity: the case of Scotland. Advances in Consumer Research, 28 (1). pp. 328-333. ISSN 0098-9258

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    The paper examines national identity in Scotland. The research explores how consumers perceive the symbols used to represent Scotland, how these symbols relate to their perceptions of contemporary Scottish identity and their responses to the use of these symbols to promote Scotland and Scottishness. A series of in-depth interviews revealed that national identity in Scotland was seen to be multidimensional. Activities associated with art and culture, as opposed to business and industry, were identified as primary characteristics of contemporary Scotland. The traditional symbols of Scottish identity (e.g. tartan and whiskey) remain dominant signifiers, however, and the problems of this are discussed.

    Item type: Article
    ID code: 4447
    Keywords: national identity, scotland, scottish identity, marketing, consumers, Marketing. Distribution of products, Scotland, Economics and Econometrics, Applied Psychology, Marketing
    Subjects: Social Sciences > Commerce > Marketing. Distribution of products
    Law > Law of the United Kingdom and Ireland > Scotland
    Department: Strathclyde Business School > Marketing
    Related URLs:
      Depositing user: Strathprints Administrator
      Date Deposited: 18 Nov 2007
      Last modified: 04 Sep 2014 15:00

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