Advanced International Journal for Research

E-ISSN: 3048-7641   •   Impact Factor: 9.11

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Nationalism Marketing as the New Strategic Frontier: Examining the Influence of National Identity Appeals on Consumer Behavior in India

Author(s) Mr. Kaushal M Bhayani
Country India
Abstract In an era marked by globalization fatigue and a resurgence of cultural identity, brands are increasingly leveraging nationalism as a strategic marketing tool. This study investigates nationalism marketing—the deliberate use of national identity appeals to shape consumer perceptions and purchase intentions. Drawing on theories of consumer ethnocentrism, identity signaling, and cultural resonance, the research explores how national pride, country-of-origin cues, and patriotic messaging affect brand attitudes and behavioral intentions.

Using a mixed-method approach combining survey data from 578 Indian consumers and thematic analysis of nationalism-based advertising campaigns, the findings reveal that national identity appeals significantly enhance brand trust, perceived authenticity, and purchase intention—particularly among consumers with strong patriotic orientations. However, excessive nationalism cues risk triggering exclusionary sentiments and reducing brand appeal among cosmopolitan segments.

The study contributes to the emerging discourse on post-globalization marketing by positioning nationalism marketing as a double-edged strategy—effective in fostering brand loyalty and emotional resonance, yet sensitive to socio-political context and cultural inclusivity. Implications for global and domestic marketers are discussed, emphasizing the need for balancing patriotic storytelling with ethical brand narratives.
Keywords Nationalism marketing, consumer ethnocentrism, national identity, patriotic branding, country-of-origin effect, consumer behavior, India
Field Business Administration
Published In Volume 6, Issue 5, September-October 2025
Published On 2025-10-31
DOI https://doi.org/10.63363/aijfr.2025.v06i05.1761
Short DOI https://doi.org/g99qnr
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