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J4  2012, Vol. 9 Issue (4): 548-    DOI:
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An Empirical Study on the Impact of Patriotism and Nationalism on Nationalbrand Consciousness of Chinese Consumers
 WANG Peng, ZHUANG Gui-Jun, ZHOU Ying-Chao
1. Xi’an Jiaotong University, Xi’an, China; 2. Xi’an Physical Education University, Xi’an,China; 3. ARCQing Hua Automotive Co., Ltd, Xi’an, China

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Abstract  

Based on the literature of consumer ethnocentrism, this paper investigates the impact of Patriotism and Nationalism on Chinese consumers’ nationalbrand 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 nationalbrand consciousness based on proudness, while Nationalism has significant and positive effect on nationalbrand 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.

Key wordspatriotism      nationalism      Chinese consumer      nationalbrand consciousness (Chinese consumer ethnocentrism)     
Received: 22 January 2010     
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WANG Peng,ZHUANG Gui-Jun,ZHOU Ying-Chao. An Empirical Study on the Impact of Patriotism and Nationalism on Nationalbrand Consciousness of Chinese Consumers[J]. J4, 2012, 9(4): 548-.
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