Table 1. Extending corporate political... | Emerald Publishing

Table 1.

Extending corporate political power into nationalist marketing

Existing IB insight	Extension through marketing	Discursive mechanism	Political consequence	Future research question
Firms do not only respond to political environments, but help shape them	Firms use marketing to translate nationalist politics into consumer-facing claims	National symbols, origin labels, patriotic stories and consumer identity appeals	Consumer choice becomes framed as national loyalty	How do firms use marketing to shape consumer understandings of nation, loyalty and foreignness?
Foreignness is a liability for internationalising firms	Domestic firms may actively make competitors appear more foreign or less legitimate	Emphasis on ownership, origin, supply chains, workers or cultural distance	Foreign competitors become framed as threats rather than ordinary market actors	How do firms impose or amplify liability of foreignness through marketing?
Corporate political activity is usually studied through lobbying, donations and regulation	Marketing can also operate as corporate political activity	Branding, advertising and social media shape public meanings	Corporate self-interest can be presented as national protection	When does marketing become a form of discursive corporate political activity?
Populist politics politicises trade, investment and foreignness	Nationalist marketing carries this politicisation into everyday consumption	Appeals to fear, resentment, pride and belonging	Markets become arenas for political identity	How do consumers respond when buying is framed as loyalty to the nation?

Existing IB insight	Extension through marketing	Discursive mechanism	Political consequence	Future research question
Firms do not only respond to political environments, but help shape them	Firms use marketing to translate nationalist politics into consumer-facing claims	National symbols, origin labels, patriotic stories and consumer identity appeals	Consumer choice becomes framed as national loyalty	How do firms use marketing to shape consumer understandings of nation, loyalty and foreignness?
Foreignness is a liability for internationalising firms	Domestic firms may actively make competitors appear more foreign or less legitimate	Emphasis on ownership, origin, supply chains, workers or cultural distance	Foreign competitors become framed as threats rather than ordinary market actors	How do firms impose or amplify liability of foreignness through marketing?
Corporate political activity is usually studied through lobbying, donations and regulation	Marketing can also operate as corporate political activity	Branding, advertising and social media shape public meanings	Corporate self-interest can be presented as national protection	When does marketing become a form of discursive corporate political activity?
Populist politics politicises trade, investment and foreignness	Nationalist marketing carries this politicisation into everyday consumption	Appeals to fear, resentment, pride and belonging	Markets become arenas for political identity	How do consumers respond when buying is framed as loyalty to the nation?