SELLING NATIONALISM: INFLUENCE OF PATRIOTIC ADVERTISING ON CONSUMER ETHNOCENTRISM IN KENYA
| Dublin Core | PKP Metadata Items | Metadata for this Document | |
| 1. | Title | Title of document | SELLING NATIONALISM: INFLUENCE OF PATRIOTIC ADVERTISING ON CONSUMER ETHNOCENTRISM IN KENYA |
| 2. | Creator | Author's name, affiliation, country | Humphrey Wachuli Wasswa; PhD. Candidate, School of Communications & Development Studies (SCDS), Jommo Kenyatta University of Agriculture and Technology, P.O. Box 62000, 00200, Nairobi, Kenya |
| 3. | Subject | Discipline(s) | |
| 3. | Subject | Keyword(s) | patriotic advertising, consumer ethnocentrism, country of origin, nationalism, globalization |
| 4. | Description | Abstract | 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.
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| 5. | Publisher | Organizing agency, location | Open Access Publishing Group |
| 6. | Contributor | Sponsor(s) | |
| 7. | Date | (YYYY-MM-DD) | 2017-09-22 |
| 8. | Type | Status & genre | Peer-reviewed Article |
| 8. | Type | Type | |
| 9. | Format | File format | PDF, Academia.edu, Read the full article on Calameo |
| 10. | Identifier | Uniform Resource Identifier | https://oapub.org/soc/index.php/EJSSS/article/view/182 |
| 10. | Identifier | Digital Object Identifier (DOI) | http://dx.doi.org/10.46827/ejsss.v0i0.182 |
| 11. | Source | Title; vol., no. (year) | European Journal of Social Sciences Studies; Vol 2, No 8 (2017) |
| 12. | Language | English=en | en |
| 13. | Relation | Supp. Files | |
| 14. | Coverage | Geo-spatial location, chronological period, research sample (gender, age, etc.) | |
| 15. | Rights | Copyright and permissions |
Copyright (c) 2018 Humphrey Wachuli Wasswa This work is licensed under a Creative Commons Attribution 4.0 International License. The research works published in this journal are free to be accessed. They can be shared (copied and redistributed in any medium or format) and\or adapted (remixed, transformed, and built upon the material for any purpose, commercially and\or not commercially) under the following terms: attribution (appropriate credit must be given indicating original authors, research work name and publication name mentioning if changes were made) and without adding additional restrictions (without restricting others from doing anything the actual license permits). Authors retain the full copyright of their published research works and cannot revoke these freedoms as long as the license terms are followed. |