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Handbook of Culture and Consumer Behavior$
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Sharon Ng and Angela Y. Lee

Print publication date: 2015

Print ISBN-13: 9780199388516

Published to Oxford Scholarship Online: April 2015

DOI: 10.1093/acprof:oso/9780199388516.001.0001

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Culture, Emotions, and Nation Equity

Culture, Emotions, and Nation Equity

9 Culture, Emotions, and Nation Equity
Handbook of Culture and Consumer Behavior

Cathy Yi Chen

Durairaj Maheswaran

Jie Wei

Prashant Saxena

Oxford University Press

Recent research proposes that countries, like brands, also have equity associated with them. Substantial evidence demonstrates that the equity of a nation can have a significant impact on the evaluations of products originating from the target countries. This chapter provides a comprehensive review of the various dimensions of nation equity and integrates recent research findings on cultural differences. Specifically, the implications of cultural orientation and emotion on the various effects of nation equity are discussed. Future research directions are suggested based on the framework that depicts the integrative effects of culture, emotion and nation equity.

Keywords:   culture, emotion, nation equity, brand equity, brand association

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