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How brands craft national identity

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journal contribution
posted on 2023-06-09, 22:21 authored by Michael BeverlandMichael Beverland, Giana M Eckhardt, Sean Sands, Avi Shankar
Drawing 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 Research

ISSN

0093-5301

Publisher

Oxford University Press

Issue

4

Volume

48

Page range

586-609

Department affiliated with

  • Strategy and Marketing Publications

Full text available

  • Yes

Peer reviewed?

  • Yes

Legacy Posted Date

2020-12-07

First Open Access (FOA) Date

2021-12-13

First Compliant Deposit (FCD) Date

2020-12-07

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