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The present research responds to researchers’ calls for more research of consumer animosity on potential boundary conditions (e.g. product categories) and marketing strategies that may mitigate such negative impacts on marketers’ product and/or brand performance, with a special focus on the soft service sector. This paper aims to address the unique characteristics of service internationalization, i.e. cultural embeddedness, hybridized country origins and high consumption visibility, by proposing a social identity signaling model to explain consumer animosity effects in the soft service sector.

Two surveys (Pretest with 240 participants and Study 1 with 351 participants) and one experiment (Study 2 with 731 participants) were conducted to empirically test our hypotheses in the Japanese-Chinese relationship context.

The stronger the national/cultural symbolism and social expressiveness, the stronger the consumer avoidance for the service category. Then the consumer culture positioning strategy that can mitigate an offending country’s cultural symbolism can reduce consumer avoidance.

This research introduces two factors that could affect the negative social identity signaling capacity of service categories in the animosity context: the national/cultural symbolism reflecting an offending country and the social expressiveness communicating social identity. In line with the social identity signaling perspective, the present research specifically uses consumer avoidance as the dependent variable to capture the notion that consumers avoid consuming services because they wish to avoid being associated with an offending country that may threaten their in-group social identities.

This study explores the influence of cultural heritage tourism perception on China's tourism image. It analyzes the role of the spiritual bond established between overseas Chinese youth and the motherland during their visit to the cultural heritage sites in China. This study constructs a theoretical model with 350 overseas Chinese youth as samples based on the identity theory, Stimulus-Organism-Response (S-O-R) theory, and Howard-Sheth model. The results show that cultural heritage tourism perception directly and positively promotes cultural identity among overseas Chinese youth. It is also indirectly and positively associated with their cultural identity through enhancing the tourism image. Cultural intelligence plays a positive moderating role between cultural heritage tourism perception and cultural identity. The results provide significant implications for developing cultural heritage tourism and cultural communication.

Nigeria needs to improve its national identification coverage to support improved anti-money laundering and combating of financing of terrorism and proliferation (AML/CFT) measures. This study aims to examine its ongoing identification harmonization project, which seeks to create a central database for digital identification across designated entities. It identifies the key stakeholders in the project, progress to date as well as key challenges, especially relating to the inclusivity and privacy and data protection concerns of the current scheme to provide national identification numbers.

The authors apply a doctrinal research methodology and use the Principles on Identification for Sustainable Development to identify and reflect on key challenges.

The national identification harmonization project and the ongoing drive to register National Identity Numbers for Nigerians could provide valuable support for more effective and efficient AML/CFT identity verification and authentication. The project and processes, however, hold significant risks in relation to data protection. These are exacerbated by the absence of a comprehensive data protection framework. National identity data can be vulnerable to political abuse and targeting by bad actors. National identity data systems must, therefore, be protected by clear, fair and comprehensive privacy and data protection rules and appropriate and accountable governance mechanisms. While Nigeria is adopting and implementing the relevant framework, the NIMC can do more to advance data protection by supporting informed consent and compliance by all participants and publishing this information to build public trust in the system. It can also be disciplined about only collecting minimal and necessary personal data and printing only basic personal details such as name and age on the general multi-purpose ID card. The NIMC should furthermore improve access to the national identification number by streamlining the process of registration, including supporting same day registration and on-the-spot card printing; setting up more registration points as well as mobile registration to cut down queues; and increasing the range of registration agents and points to include schools, police stations and health facilities. Consideration for social, cultural and religious norms is also vital to appropriately accommodate the variety of groups and cultures in Nigeria.

Research materials include government policy documents as well as newspaper articles and reports on more recent developments and experiences that are not yet reflected in more formal documents. The research materials, however, reflect both the intention of the government and the reported experiences of those registering for a National Identification Number.

This study identifies the practical steps that can be taken to enhance data protection and increase the inclusivity of the measures to provide Nigerians with National Identification Numbers.

The recommendations that are made are aimed at increasing the inclusivity of the National Identification Number scheme and at providing improved protection of personal data of applicants for, and holders of, these numbers.

This study contributes to the policy discussion around the national identification harmonization project by applying as a lens key elements of the Principles on Identification for Sustainable Development that are relevant from a financial integrity perspective.

The purpose of this paper is to address gender and management in contemporary globalization by focusing on the ways in which male top managers in a multinational corporation (MNC) construct their identities in interviews with researchers.

Qualitative analysis based on interviews with virtually all top managers in the Nordic financial services company Nordea (53 men and two women).

It is found that becoming international induces a particular masculine identity for the top managers. In becoming international, however, their national identification persists. The unstability of the MNC as a political constellation leaves room for questioning the transnational identity offered.

This paper's findings suggest that in the global world of business, national identity can also be interpreted as something positive and productive, contrary to how it has been previously treated in feminist and men's studies literature.

As part of the globalizing work environment, new forms of organizations have emerged, ranging from international to multinational and transnational organizations. These forms of organizations require high levels of cross-national interdependence, and often the formation of multicultural teams (MCTs), nested within multinational organizations. Employees who operate in the global multinational context should share common meanings, values, and codes of behaviors in order to effectively communicate with each other and coordinate their activities. What helps global multicultural team members create the social glue that connects them to each other, above and beyond the national cultures to which they belong? We propose that a more macro-level meaning system of a global work culture, which is the shared understanding of the visible rules, regulations, and behaviors, and the deeper values and ethics of the global work context, that is formed outside of the level of national cultures, binds members of MCTs. At the individual level, the representation of these global work values in the self leads to the emergence of a global identity, which is an individual's sense of belonging to and identification with groups (such as MCTs), operating in the global work environment of multinational organizations. The chapter focuses on the potential influence of a global work culture, and of a global identity on the effectiveness of MCTs.

The purpose of this paper is to elaborate on a novel multi-modal enabling technique for contextualising brand consumption experiences.

A multi-modal interpretive narrative approach is presented as a means of investigating brands as experiential entities for use in consumer identity projects. It reports the strategic use of different modes of data collection: autobiographical narratives generated by solo participants to create a benchmark of identity and subsequent friendship pair guided discussion interviews. This offers a faster, cheaper and more convenient means of gaining access to consumer experiences of brands than traditional ethnographic methods, which require prolonged engagements within a community.

Consumer narratives of actual brand consumption and of mediated brand consumption are enhanced using this method. The consumer narratives generated provided rich insights into the role of brands in contributing to national identity. The contextualised use and function of identity narratives provided by brands were identified in addition to the identification of national community rituals of consumption.

The multi-modal use of friendship pair interviews with solo autobiographical interviews is shown to offer benefits to qualitative consumer researchers focussing on brand/identity issues. The combination of data collection methods allowed for greater reflexive, memorial and contextualised discussion in the friendship pair interviews about brand narrative consumption and generated responses that advance beyond socio-political conventions concerning brands. Consequently, contextualised brand consumption experiences can be accessed more effectively than in conventional depth interviews.

This research aims to draw on social identity theory (SIT) and social comparison theory (SCT) to examine how social and cultural contexts influence the construction and pursuit of beauty ideals.

Sixteen Lebanese women aged between 18 and 45, from a range of backgrounds, were recruited for the purpose of this research. Interview questions probed the respondents’ female beauty ideals in relation to themselves and others. Photo-elicitation was used to facilitate and enrich each discussion.

The pursuit of beauty involves rich processes and is motivated by the search for an authentic self. Participants construct and pursue beauty ideals by mirroring views of their national identity through conformity, identification and subversion.

The pursuit of beauty is influenced not only by global media and celebrity culture but also by how respondents conceptualize their national identity. Beauty consumption serves two opposing functions in identity construction: social membership and distinction. Beauty, like fashion, serves as an indicator of taste that simultaneously includes the singularity and subjectivity of individual tastes.

This study extends research on the pursuit and consumption of beauty in several ways: it is situated in a non-western cultural context, it illustrates the usefulness of SCT and SIT in understanding beauty consumption and it highlights the role of mirroring processes in identity construction and beauty consumptive practices.

The purpose of this paper is to provide a perspective on the Strizhakova and Coulter article in this issue, with particular focus on the conceptualization of local and global identities.

Strizhakova and Coulter (2019) offer valuable service in their discussion of the conceptualization and measurement of local and global identities. The authors suggest that local identity should not always be reduced to a local-as-national identity, but may be relevant as a sub-national or regional identity. The authors also find that another relevant identity-relevant construct is that of consumer disidentification that represents active rejection of one’s national identity as opposed to the passive disinterest represented by the unengaged category.

This commentary offers a new perspective to the local-global identity discourse by integrating consumer disidentification as the active rejection of identity.