JCR2020Finalsubmit.pdf (964.16 kB)
How brands craft national identity
journal contribution
posted on 2023-06-09, 22:21 authored by Michael BeverlandMichael Beverland, Giana M Eckhardt, Sean Sands, Avi ShankarDrawing on cultural branding research, we examine how brands can craft national identity. We do so with reference to how brands enabled New Zealand’s displaced Pakeha (white) majority to carve out a sense of we-ness against the backdrop of globalization and resurgent indigenous identity claims. Using multiple sources of ethnographic data, we develop a process model of how brands create national identity through we-ness. We find that marketplace actors deployed brands to create and renew perceptions of we-ness through four-stages: reification, lumping, splitting, and horizon expansion. From this, we make three primary contributions to the consumer research literature: we develop a four-part process model of how brands become national identity resources, explore the characteristics of the brands that enable the emergence of and evolution of we-ness, and explore how our processes can address a sense of dispossession among displaced-majorities in similarly defined contexts.
History
Publication status
- Published
File Version
- Accepted version
Journal
Journal of Consumer ResearchISSN
0093-5301Publisher
Oxford University PressExternal DOI
Issue
4Volume
48Page range
586-609Department affiliated with
- Strategy and Marketing Publications
Full text available
- Yes
Peer reviewed?
- Yes
Legacy Posted Date
2020-12-07First Open Access (FOA) Date
2021-12-13First Compliant Deposit (FCD) Date
2020-12-07Usage metrics
Categories
No categories selectedLicence
Exports
RefWorks
BibTeX
Ref. manager
Endnote
DataCite
NLM
DC