Following 13 years of Labor government at the Federal level a Liberal/National Party Coalition government was elected to office in the Australian general election of 1996. This government was subsequently re-elected in 1998, 2001, and again in 2004, before finally losing power in the 2007...

Purpose: The main purpose of this article is to discuss how foreign firms can successfully use an innovative marketing communication strategy based on the notion of corporate patriotic appeal to better promote their activities within the countries they operate.Design/methodology/approach: This...