Branding the Nation in a Globalised World: A Neuroscientific View

Alexander Kellerer

Student thesis: Master thesis

Abstract

In today’s globalised world, barriers to the exchange of goods, services, people, capital and technology have substantially decreased – and with them the relationship between nations are on the verge of major changes. While many political and economic commentators still analyse national symbols in terms of their importance for the nation’s identity, this paper aims at describing their connection with national images that consumers have abroad. Consequently, this thesis will include a study about whether there is a difference observable in purchasing behaviour for Italian food products between a biased group that had been exposed to Italian national symbols and an unbiased control group. Consequently, the overarching target has been to analyse the effect of nation brands on consumer behaviour. In order to be able to illustrate the processes that take place in the consumer’s brain while making a purchasing decision, I have included selected findings from neuroscience. This inclusion of neuroscientific studies has made up a substantial part of the thesis and, without a doubt, shaped its argumentative style. Due to the paper’s interdisciplinary approach, with social constructivism as a common red thread, I will also discuss the role of nation brands in the 21st century and how politics and business will have to revise their nation brand strategies in order to be successful on international markets.

EducationsMSc in International Business and Politics, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2017
Number of pages102