Heritage Pride and Advertising Effectiveness: The Mexican Case‪.‬

INTRODUCTION Heritage Pride is defined as a mild positive emotion of worth and dignity for those elements that people inherit as members of a community. Heritage Pride has two sub-domains: 1) Cultural Heritage Pride (CHP) is the feeling for those elements that represent a culture and that may go beyond the geographical constrains of a country (i.e. language, music, religion, or traditions); and 2) National Heritage Pride (NHP) is the feeling for those elements that represent a country and that are inside the geographical boundaries of a country (i.e. the national flag, the national hymn, historic monuments, or natural places). Even when a flag from one country travels around the world, it represents a well defined geographical country.