National Identity

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406459/1 International Marketing Seminar
Univ.-Prof. Dr. Adamantios Diamantopoulos
SS 2005

National Identity

0102141
Stefan Spießberger
Internationale Betriebswirtschaft
stefan@spiessberger.org

0104435
Marliese Ungersböck
Internationale Betriebswirtschaft
marliese.ungersboeck@gmx.at

0

Abstract
Within living memory tribes, peoples and nations are supposed to feature distinctive attributes and characteristics concerning their history, culture, religion, evolution level etc. A vast number of classic literature, human science investigations and topical studies try to explicate and analyse the phenomenon of differences between nations and its impacts on politics, economy and intercultural relations. The following paper focuses on the construct of national identity not only in a generic way but also in a modern marketing related context. Based on prevalent developments and case specific analysis, we examine and evaluate the different ways of measuring national identity and derive implications for international marketing strategies. Central studies and applications of the model of national identity and measurement scales are presented and the importance of the issue is discussed.

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Index
1.

The concept of national identity ............................................................................... 1 1.1.
1.2.

National identity – a definition ..................................................................... 2

1.3.

National identity versus national character and cultural identity ................. 3

1.4.
2.

National identity - a multidisciplinary approach .......................................... 1

National identity and nationalism ................................................................. 4

The creation of national identity............................................................................... 5 2.1.
2.2.

3.

The dimensions of national identity ............................................................. 5 The units of national identity ........................................................................ 7

The measurement of national identity ...................................................................... 7 3.1.

The NATID Scale ......................................................................................... 8

3.1.1.

The development of the NATID Scale ..................................................... 8

3.1.2.

Conclusion and implications of the NATID scale .................................... 9

3.2.

The CSE Scale ............................................................................................ 10

3.2.1.

The development of the modified CSE Scale......................................... 10

3.2.2.

Conclusion and implications of the modified CSE Scale ....................... 11

4.

National Identity and its implications for marketing strategy ................................ 12

5.

Overview and discussion of the national identity concept ..................................... 14

Appendix ........................................................................................................................ 17 Table 1 .................................................................................................................... 17 Table 2 .................................................................................................................... 18 Table 3 .................................................................................................................... 19 Table 4 .................................................................................................................... 19 Table 5 .................................................................................................................... 20 Table 6 .................................................................................................................... 21...
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