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Product patriotism: How consumption practices make and maintain national identity

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journal contribution
posted on 06.06.2018, 09:20 by Nathalie Spielmann, Jennifer Smith Maguire, Steve Charters
In today's society, globalization and global flows are ubiquitous and undeniable. Consequently, it is possible to question the role and importance of national identity in consumption choices. This research inductively develops a theory for product patriotism, defined as how consumers construe their identity through nationally-iconic product consumption. A typology is proposed, outlining four possible virtual national identity positions consumers may occupy relative to their stocks of cultural capital, relational orientation toward the nation and situational contingencies. Product patriotism as a framework is distinct from past research that a) narrowly focuses on spectacular or positive forms of nationalistic consumption, b) segments consumers based on nationalistic or patriotic traits, and c) focuses mostly on brands. The novel framework of product patriotism provides new insight into the social patterning of consumers' reflexive, negotiated decoding of national identities, the dynamism of national identity, and the enduring significance of consumption when enacting national identities.

History

Citation

Journal of Business Research, 2018

Author affiliation

/Organisation/COLLEGE OF SOCIAL SCIENCES, ARTS AND HUMANITIES/School of Business

Version

AM (Accepted Manuscript)

Published in

Journal of Business Research

Publisher

Elsevier

issn

0148-2963

Acceptance date

18/05/2018

Copyright date

2018

Publisher version

https://www.sciencedirect.com/science/article/pii/S0148296318302595?via=ihub#!

Notes

The file associated with this record is under embargo until 18 months after publication, in accordance with the publisher's self-archiving policy. The full text may be available through the publisher links provided above.

Language

en