Title

A model to show how consumer identification with a nation enhances consumer brand evaluations

Document Type

Presentation

Publication details

Dao, H & von der Heidt, T 2014, 'A model to show how consumer identification with a nation enhances consumer brand evaluations', in S Rundle-Thiele, K Kubacki & D Arli (eds), ANZMAC Annual Conference 2014: agents of change, Brisbane, 1-3 December, ANZMAC, Brisbane, Qld., pp. 1473.

Abstract available on open access

Abstract

Social identity theory and identification literature are drawn on to develop a four-factor model capturing the impact of consumer identification with a nation on consumer-based country image, brand credibility and brand equity. It will be tested using survey data from consumers in three countries in relation to dairy products.