Experiences of brands and national identity

Sandy Bulmer and Margo Buchanan-Oliver

Australasian marketing journal, 2010, vol. 18, issue 4, 199-205

Abstract: Other disciplines know that brands affect national identity, but marketing has barely examined this relationship. We explore the conceptualisation of brands as symbolic and experiential resources from which consumers construct identity narratives. National identity is justified as a construct relevant to contemporary consumers and brands; more than shared culture, national identity encompasses feelings of belonging. We investigate consumer perspectives of how experiences of brands affect national identity. Life history narratives and friendship pair interviews were used to address how national identity is experienced in brands, and which and why brands impact national identity. Findings demonstrate the contribution of brands to consumer feelings of belonging, and of being part of a national community. Common brand consumption practices and shared appreciation for important stories embedded in brand communications assist in linking individuals with the same national identity. This research contributes to understanding brands, especially how consumers use and derive value from them.

Keywords: Brands; National identity; Advertising; New Zealand; Experiential; Symbolic (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:18:y:2010:i:4:p:199-205

DOI: 10.1016/j.ausmj.2010.07.002

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