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National Identity

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National Identity
406459/1 International Marketing Seminar
Univ.-Prof. Dr. Adamantios Diamantopoulos
SS 2005

National Identity

0102141
Stefan Spießberger
Internationale Betriebswirtschaft stefan@spiessberger.org 0104435
Marliese Ungersböck
Internationale Betriebswirtschaft marliese.ungersboeck@gmx.at 0

Abstract
Within living memory tribes, peoples and nations are supposed to feature distinctive attributes and characteristics concerning their history, culture, religion, evolution level etc. A vast number of classic literature, human science investigations and topical studies try to explicate and analyse the phenomenon of differences between nations and its impacts on politics, economy and intercultural relations. The following paper focuses on the construct of national identity not only in a generic way but also in a modern marketing related context. Based on prevalent developments and case specific analysis, we examine and evaluate the different ways of measuring national identity and derive implications for international marketing strategies. Central studies and applications of the model of national identity and measurement scales are presented and the importance of the issue is discussed.

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Index
1.

The concept of national identity ............................................................................... 1
1.1.
1.2.

National identity – a definition ..................................................................... 2

1.3.

National identity versus national character and cultural identity ................. 3

1.4.
2.

National identity - a multidisciplinary approach .......................................... 1

National identity and nationalism ................................................................. 4

The creation of national identity............................................................................... 5
2.1.
2.2.

3.

The dimensions of national identity



References: Bloom, William (1990), Personal identity, national identity and international relations. Boerner, Peter (ed.) (1986), Concepts of national identity: an interdisciplinary dialogue – Interdisziplinäre Betrachtungen zur Frage der nationalen Identität Brown, R. (1996), “Social Identity,” in The Social Science Encyclopedia, A. Kuper and J Chi Cui, C. and Adams, E. I. (2002), "National Identity and NATID: An assessment in Yemen," International Marketing Review, Vol Dinnie, K. (2002), ”Implications of National Identity for Marketing Strategy,” The Marketing Review, 2, 285-300. Douglas, S.P. and S.C. Craig (1997), “The changing dynamic of consumer behaviour: implications for cross-cultural research” in Chi Cui, C Dunn, S. W. (1976), “Effect of National Identity on Multinational Promotional Strategy in Europe,” Journal of Marketing, Vol Gillespie, K, J.-P. Jeannet and H.D. Hennessey (2004), Global Marketing – an interactive approach Huntington, S.P. (1993), “The Clash of Civilizations” in Keillor, Bruce D., G. Thomas M Keillor, Bruce D and G. Thomas M. Hult (1999), "A five-country study on national identity: Implications for international marketing research and practice," International Keillor, Bruce D., G. Thomas M. Hult, Robert C. Erffmeyer, and Emin Babakus (1996), "NATID: The development and Application of a National Identity Measure for Use in Lilli, W. and M. Diehl (1999), "Measuring National Identity, " Working Paper, Nr. 10, Mannheimer Zentrum für Europäische Sozialforschung. Luhtanen, R. and J. Crocker (1992), “A collective selfesteem scale: Self-evaluation of one’s social identity,” Personality and Social Psychology Bulletin, 18, 302-318. Minogue, K. (1995), “Nationalism,” in The Social Science Encyclopedia, A. Kuper and J Olson, Eric T. (2002), “Personal Identity,” in The Stanford Encyclopedia of Philosophy, Edward N O’Shaughnessy, J and N. Jackson (2000), “Treating the nation as a brand: Some neglected issues,” Journal of Macromarketing, June, Vol Papadopoulos, N.G., L. A. Heslop and J. Beracs (1990), “National stereotypes and product evaluations in a socialist country,” International Marketing Review, 7 (1), Pau, I. and Kor-Weai Chan (2003), “Targeting East Asian markets: A comparative study on national identity,” Journal of Targeting, Measuring and Analysis for Shoemaker, S. (1995), “Personal Identity,” in The Cambridge Dictionary of Philosophy, Robert Audi, ed Smith, Anthony D. (1991), National Identity. London: Penguine Books. Takano, Y. and E. Osaka (1999), “An Unsupported Common View: Comparing Japan and the US on Individualism/Collectivism” in Dinnie, K Tajfel, H. and J. C. Turner (1986), “The social identity theory of intergroup behaviour,” in S ------- (1993), “Nation,” in The Oxford English Dictionary, The Philological Society. ------- (1993), “Nationalism” in The Oxford English Dictionary, The Philological Society Treanor, P. (1997), "Structures of Nationalism", Sociological Research Online, Vol 2, No1, http://www.socresonline.org.uk/2/1/8.html, 08.05.2005. Wagner, S.J. (1995), “Identity,” in The Cambridge Dictionary of Philosophy, Robert Audi, ed

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