National identity and NATID: An assessment in Yemen

The national identity scale (NATID) was recently reported in the literature for identifying the core elements that define the uniqueness of a given culture or nation in so far as their association with marketing is concerned. This study examined the conceptual strengths and empirical limitations of NATID, and assessed the relevance of the national identity construct in Yemen. Confirmatory factor analysis of the data from a sample of 208 Yemeni respondents revealed that the NATID scale did not fit the Yemeni data. Modification of the scale was made through exploratory and confirmatory factor analyses, which resulted in four dimensions in two alternative models similar to NATID. Results from the second‐order confirmatory factor analysis of the two alternative models supported NATID’s multi‐dimensionality of the national identity construct in the Yemeni context. Implications for future research are discussed and limitations noted.