Pulling on the nation's heartstrings

Lawrence, Kevin
March 1998
NZ Marketing Magazine;Mar98, Vol. 17 Issue 2, p36
Highlights the results of a research paper conducted by Focus Research, on how advertisers use New Zealand icons to promote themselves and how New Zealanders respond. Concept of using feelings of national pride and what drives those feelings; Need to define the different aspects of what it is to be Kiwi; Six Kiwi personality types; Factors affecting marketers' use of New Zealand imagery.


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