Roots Marketing: The Marketing Research Opportunity

This paper form the International Journal of Market Research highlights 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. The research explored the strength of the link between Scottish identity and the consumption of Scottish goods.

Findings indicate a significant marketing opportunity given the above average level of purchasing of Scottish products by migrants and their descendants – particularly as such people become advocates for such goods. The implications for other migrant groups across the world are noted.

Back to blog