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

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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.

Creators(s): Dinnie, Keith J.;
Item type:Article
ID code:4458
Keywords:national identity, marketing strategy, branding, Scotland, Marketing. Distribution of products
Subjects:Social Sciences > Commerce > Marketing. Distribution of products
Department:Strathclyde Business School > Marketing
Depositing user: Strathprints Administrator
Date deposited:18 Nov 2007
Last modified:25 Nov 2020 01:37
URI:https://strathprints.strath.ac.uk/id/eprint/4458
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