The Impact of National Identity Dimensions in Patriotic Advertising on Consumer Purchasing Behavior in Nepal

The influence of advertising on consumer behavior has attracted considerable interest from scholars, marketers, and advertisers.This study analyzed the impact of patriotic advertising dimensions on consumer purchase behavior in Nepal using a survey of 273 (158 Male and 115 Female) consumers.Correlation and regression analysis found significant positive relationships between national identity factors like national sovereignty (β = 0.185, p < 0.05), freedom and democracy (β = 0.422, p < 0.05), cultural diversity and harmony (β = 0.401, p < 0.05), national symbols and monuments (β = 0.160, p < 0.05), and consumer purchase behavior.However, prosperity (β = -0.233,p < 0.05), showed a negative effect.The results contribute to understanding emotional appeals in marketing but are limited by reliance on self-reports.The study contributes to both marketing strategies and consumer psychology by shedding light on the emotional and cognitive mechanisms that underlie the impact of patriotic advertising on consumer decisions.