Roots marketing: the marketing research opportunity

Given the past and current migration of many populations, a significant and growing global marketing opportunity exists for products where the national identity or country of origin can be used as positive sub-branding.
  

Roots marketing: the marketing research opportunity

Clive NancarrowBristol Business School

Julie TinsonUniversity of Stirling

Richard WebberUCL

INTRODUCTION

There have been two broad strands of research on country of origin. The first examines...