논 문 검 색
• 마케팅관리연구 • 논문검색
pISSN: 1229-7798
마케팅관리연구, Vol.25 no.1 (2020)
pp.39~60
- National Identity Activation in Discrete Contexts and Consumer Response to Patriotic Ads in South Korea -
This study aims to explore how discrete contexts of activating national identity influence Korean consumers’ responses to patriotism-themed ads. Specifically, this study proposes that (1) national identity activation will influence Korean consumers in responding to patriotism-themed ads; and (2) positive versus negative context of activating national identity would have different impacts on consumer responses to patriotism-themed ads. Findings from this study suggest that while both positive and negative context of activating national identity improve consumer evaluation of ads with a patriotic theme, such an effect was significantly stronger in the positive context.