Implications of national identity for marketing

Dinnie, Keith J. (2002) Implications of national identity for marketing. Marketing Review, 2 (3). pp. 285-300. ISSN 1469-347X (http://dx.doi.org/10.1362/1469347012569922)

Abstract

The discipline of marketing has paid scant attention to the fundamental features of national identity and their implications for marketing strategy. National identity may be viewed as a multidimensional construct. This paper reviews the major dimensions of national identity, with an investigation of the cultural elements of national identity which have hitherto been widely ignored in the marketing literature. The central issues and implications of national identity for marketing strategy are examined, and the concept of branding or rebranding of the nation is discussed. Specific focus is placed upon Scotland and the implications of national identity for the marketing and branding of Scottish goods and services.

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• Item metadata

  Item type:	Article
  ID code:	4458
  Dates:	Date Event 2002 Published
  Subjects:	Social Sciences > Commerce > Marketing. Distribution of products
  Department:	Strathclyde Business School > Marketing
  Depositing user:	Strathprints Administrator
  Date deposited:	18 Nov 2007
  Last modified:	11 Nov 2024 08:37
  URI:	https://strathprints.strath.ac.uk/id/eprint/4458