Humphrey Wachuli Wasswa


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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patriotic advertising, consumer ethnocentrism, country of origin, nationalism, globalization


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