Product patriotism: How consumption practices make and maintain national identity

Abstract

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 towards 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.

Extending UTAUT with national identity and fairness to understand user adoption of DCEP in China

“…National identity provides a powerful means by which an individual can be defined and positioned in the world, and it enables people to understand who they are in their globalized and complex environment 46 . Consumers like to signify their identity by consuming iconic national products 47 . Considering that DCEP is used to promote the globalization of China's economy, it is clear that DCEP is a typical iconic national product.…”

Battle between psychological ownership and consumer animosity to influence consumers' buying behavior: a moderated mediation model

“…3.1 National identity and willingness to buy NI refers to individuals' positive bond with their nation and the extent to which they internalize national culture (Blank and Schmidt, 2003), which is evident in their beliefs, values and way of life (Malhotra and Ramalingam, 2022). In other words, NI revolves around people's identification process with their nation while integrating different patterns associated with the nation (Spielmann et al, 2020). This association may be positive or negative (Blank, 2003, p. 260); most often, it is positive.…”

The dark-side of coopetition: Influences on the paradoxical forces of cooperativeness and competitiveness across product-market strategies

“…A degree of competitive rivalry may provide opportunities for owners-managers to be selective of whom they collaborate with and develop psychological contacts; not least based on proximity and reputational considerations (Crick, 2018). In fact, throughout the world, although the reputations of wine producers or more specifically their brands is important, in certain cases, so is the reputation of a region/cluster (champagne being a prime example), while in other situations, so is the image associated with the country of origin (Charters and Spielmann, 2014;Crick and Crick, 2015;Spielmann et al, 2020).…”