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Keywords: National disidentification
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Journal Articles
Wanderlust and local choices: unveiling digital nomads’ preference for local brands through emotion, countryphilia, and identity
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2025) 42 (2-3): 412–434.
Published: 04 June 2025
..., as a means of affirming their attraction to and love of the host country (Escalas and Bettman, 2005), will be more pronounced among individuals who also experience greater national disidentification. We argue that, similar to previous studies, national identification leads to a strong bias toward one’s own...
