Abstract
The literature on national identity and consumption has grown tremendously over the past decade and is currently of significant interest in a variety of fields including anthropology, sociology, social and political psychology as well as business. This two-country study examines three different national identity constructs (nationalism, patriotism and internationalism) and their relationship with Country of Origin Image (COI) and buying intentions. The findings help delineate national identity constructs by providing empirical evidence that nationalism, patriotism and internationalism, while conceptually similar, are independent attitudinal dimensions and, accordingly, have differential effects on various aspects of COI. The research findings also suggests that national identity phenomena are nation specific and are perhaps best studied on a case by case basis.
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