Consumer Response to Patriotic Ads for Domestic Versus Foreign Brands in Contexts of International Sporting Events: The Role of National Identity Activation and Group Emotion

An individual possesses multiple social identities, and different identities are temporarily salient at different points in time. A particular social identity, such as national identity (NI), may have little or no impact on consumer response unless that identity is activated. This study explores how NI activated through different contexts of international sporting events and associated group-based emotions (happiness vs. anger) would exert...