Title: Calling it out loud: the activation of national values in themed advertisements and beer brand attitude

Authors: Thai-Ngoc Pham; Nhu-Ty Nguyen

Addresses: Faculty of Economics – Law, Dong Thap University, Cao Lanh City, Dong Thap Province, 870000, Vietnam ' School of Business, International University, Vietnam National University, Ho Chi Minh City, 700000, Vietnam

Abstract: The purpose of this research is to explore the antecedents of consumer-based brand attitude under an international sports event. In the perspective of social identity and attitudinal theories, patriotism and cosmopolitanism have been examined in their activations toward advertisements leveraging patriotism and cosmopolitanism themes during a specific period of time. Familiarity has been considered an important contributor to a favourable attitude toward a brand and is thus also included in the research model. The study conducts a survey of data from 336 young Vietnamese audiences to validate theoretical hypotheses in schemas of four beer brands during SEA Games through Structural Equation Modelling. The results reveal that consumer-based brand attitude is strengthened by salient identity, primed-themed advertisement, and brand familiarity when marketers capitalise on international sporting games. Theoretical contributions and managerial recommendations have been discussed for future research in the field of identity-based consumer behaviours.

Keywords: patriotism; cosmopolitanism; sport involvement; advertisement attitude; brand attitude; beer brand; brand familiarity; national values; identity; international sport event.

DOI: 10.1504/JGBA.2024.149503

Journal for Global Business Advancement, 2024 Vol.17 No.1, pp.50 - 72

Received: 26 Mar 2025
Accepted: 09 Jun 2025
Published online: 04 Nov 2025 *

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