Based on the literature of consumer ethnocentrism, this paper investigates the impact of Patriotism and Nationalism on Chinese consumers’ nationalbrand consciousness. We have finished a survey and collected 886 questionnaires. After the statistics with SPSS software, we found that patriotism and nationalism both have significant and positive effect on nationalbrand consciousness based on proudness, while Nationalism has significant and positive effect on nationalbrand consciousness based on threat. It finally discusses the research findings in terms of theoretical contribution, implication for practitioners, limitations, and the directions for future studies.
王鹏, 庄贵军, 周英超. 爱国主义和民族主义对中国消费者国货意识影响的研究[J]. J4, 2012, 9(4): 548-.
WANG Peng, ZHUANG Gui-Jun, ZHOU Ying-Chao. An Empirical Study on the Impact of Patriotism and Nationalism on Nationalbrand Consciousness of Chinese Consumers. J4, 2012, 9(4): 548-.