NATID: The Development and Application of a National Identity Measure for Use in International Marketing

Abstract

The international marketing literature abounds with studies outlining the various similarities and differences that exist across cultural and national boundaries (e.g. Hofstede 1980 ). Unfortunately, many of these studies have focused on descriptive comparisons between cultures and nations. This article develops a measurement instrument designed to explicate the degree to which national identity can be specified and the differences between that national identity and other nations. Utilizing Churchill's (1979) , and Anderson and Gerbing's (1988) guidelines for scale construction and application, this article develops an instrument to measure national identity and establishes norms for its usage, using samples from the United States, Japan, and Sweden. The overall objective of this study is threefold: 1) to develop an empirically sound instrument for measuring national identity; 2) to explore the importance placed on a unique national identity in the three nations comprising the sample; and 3) to consider differences in the underlying dimensions comprising these countries’ national identity and their impact on marketing strategy. The development of such a measurement instrument should provide a means by which the results of cross-cultural and cross-national research can be empirically tested and on which more rigorous theory building can be based.

Technology readiness and usage: a global-identity perspective

“…Evidence suggests that high local identification is associated with nationalistic tendencies and ethnocentrism (Keillor et al 1996;Keillor and Hult 1999), suggesting a predisposition for being conservative, resistant to change, and more concerned with safety and preservation. Technology may be a tool that enables individuals with high global identification to connect with other members of their "global community".…”

“…Furthermore, self-goals are likely to be regulated differently, such that goals related to aspirations and achieving a future ideal self will be guided by promotion regulatory focus while goals related to safety and the minimization of losses will be guided by prevention regulatory focus. Studies have employed the social-identity model of motivation as an overarching theoretical framework in exploring organizational identity (e.g., Mael and Ashforth 1992), national identity (Keillor et al 1996), and cultural identity (Markus and Kitayama 1991), as well as providing evidence as to the underlying processes at work in different identity contexts (e.g., racial-ethnic identities, see Oyserman et al 2003). Hence, the social-identity model provides theoretical and empirical justification for the inclusion of both self-identity and self-regulation in our proposed model of technology readiness and usage.…”

The young adult cohort in emerging markets: Assessing their glocal cultural identity in a global marketplace

“…We also examine two beliefs that reflect dialogical influences of localization: nationalism (Dong & Tian, 2009;Douglas & Craig, 2011;Varman & Belk, 2009) and consumer ethnocentrism (Shimp & Sharma, 1987). Consistent with how national identity has been conceptualized in past research (Keillor, Hult, Erffmeyer, & Babakus, 1996), nationalism reflects the salience of one's nation and local culture, and ethnocentrism reflects preferences for locally-produced brands and products.…”

“…First, we contribute to current theory on glocal cultural identity (Ger & Belk, 1996;Jensen, 2003Jensen, , 2011Kjeldgaard & Askegaard, 2006, Varman & Belk, 2009) by considering the theory's grounding in three global-local identity beliefs, including one global cultural belief (belief in global citizenship through global brands) and two local cultural beliefs (nationalism and consumer ethnocentrism). Therefore, we extend the previous research that developed measures of either global or national identity dimensions (Der-Karabetian & Ruiz, 1997;Keillor et al, 1996;Zhang & Khare, 2009) to incorporate a profiling approach as an alternative strategy to understanding glocal cultural identity. Second, we further examine glocal cultural identity profiles in relation to branding practices.…”

An examination of consumer sentiment toward offshored services

“…In order to assess discriminant validity from consumer ethnocentrism, the reduced four-item CETSCALE (Keillor et al 1996) was included and examined in the national sample study. CETSCALE, whose correlation with the second-order factor OFFSERVSENT was 0.65 (p<0.0001), exhibited 0.92 reliability and 0.72 variance extracted.…”