The effect of national identity salience on consumers’ evaluation of marketing strategies

International Conference on Social Media, SEO and Marketing Strategies

November 03-04, 2015 Valencia, Spain

Sergio W Carvalho

Dalhousie University, Canada

Posters-Accepted Abstracts: J Account Mark

Abstract :

The purpose of this research is to propose an integrative national identity-based model of consumer behavior through an examination of how citizens as consumers make sense of, interpret and negotiate what their nation and their national identity mean to them not only in routine times but also in times of crises when the national identity has been wounded or threatened by outsiders. Additionally, it attempts to increase the understanding of how consumers position themselves in relation to national symbols or national rhetoric and how these help shape buying behavior. This integrative analysis presents the theories of self-concept, social identity and intergroup relations as roots for consumers� feelings, attitudes and behavioral manifestations linked to national identification. In particular, it demonstrates the effects of activating consumers� national identity (NI) on evaluation of advertising and associated products in two contexts (NI activated through media context, and NI activated through advertising appeals).

Biography :

Email: SCarvalho@Dal.Ca