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SELLING NATIONALISM: INFLUENCE OF PATRIOTIC ADVERTISING ON CONSUMER ETHNOCENTRISM IN KENYA

European Journal of Social Sciences Studies

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Title SELLING NATIONALISM: INFLUENCE OF PATRIOTIC ADVERTISING ON CONSUMER ETHNOCENTRISM IN KENYA
 
Creator Wasswa, Humphrey Wachuli
 
Subject patriotic advertising, consumer ethnocentrism, country of origin, nationalism, globalization
 
Description In the present society, consumers develop stereotypical ideologies on the products manufactured in a particular country. This paper examines the direct effect of patriotic advertising on consumer ethnocentrism. The paper gives a background on the concept of patriotic advertising and how it evokes feelings of nationalism and patriotism among consumers. The key findings of the paper illustrate that consumers are most vulnerable to patriotic advertising in the event of a national crisis. In addition, consumers were found to have stereotypical ideologies on the services and products based on their country of origin. These findings confirm the need for local companies to exploit patriotic adverting as a means of promoting citizen consumerism and counter competition from international brands.  Article visualizations:
 
Publisher European Journal of Social Sciences Studies
 
Contributor —
 
Date 2017-09-22
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
—
 
Format application/pdf
 
Identifier https://oapub.org/soc/index.php/EJSSS/article/view/182
 
Source European Journal of Social Sciences Studies; Volume 2, Issue 8, 2017
2501-8590
2501-8590
 
Language eng
 
Relation https://oapub.org/soc/index.php/EJSSS/article/view/182/536
https://oapub.org/soc/index.php/EJSSS/article/view/182/537
https://oapub.org/soc/index.php/EJSSS/article/view/182/538
 
Rights Copyright (c) 2018 Humphrey Wachuli Wasswa
http://creativecommons.org/licenses/by/4.0