A study of the role of 'consumer identification with a nation' in brand equity among Vietnamese consumers

Building on social-identity theory, the research develops a model for understanding of the impact of consumer identification with a nation on consumers’ brand evaluations. It posits that developing country consumers’ identification with a foreign (developed) nation influences three factors—consumer-based brand equity, consumer based country image, and consumer-based brand credibility. The research was informed by data from 400 Vietnamese consumers in relation to two Japanese brands Sony and Honda and analyzed using structural equation modeling (SEM). The findings show that Vietnamese (developing-country) consumers prefer Japanese (developed-country) brands over domestic brands, when these consumers identify with the developed nation.