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.
Conference presentation
A model to show how consumer identification with a nation enhances consumer brand evaluations
p.1473
ANZMAC
ANZMAC Annual Conference 2014: agents of change (Brisbane, 1-3 December)
2014
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Abstract
Details
- Title
- A model to show how consumer identification with a nation enhances consumer brand evaluations
- Creators
- Hang Dao - Southern Cross UniversityTania von der Heidt - Southern Cross University
- Publication Details
- p.1473
- Conference
- ANZMAC Annual Conference 2014: agents of change (Brisbane, 1-3 December)
- Publisher
- ANZMAC; Brisbane, Qld.
- Identifiers
- 1466; 991012821905402368
- Academic Unit
- School of Business and Tourism; Faculty of Business, Law and Arts
- Resource Type
- Conference presentation