This research examines the structure of the national identity (NATID) scale in Russia. On the basis of confirmatory factor analysis results, the authors recommend modifications to strengthen the construct's application. By employing multigroup analysis, the authors assess the relationships between each NATID scale component (national heritage, cultural homogeneity, belief system, and consumer ethnocentrism) and overall national identity for invariance across two different Russian age cohorts: Soviet Russians and contemporary Russians. Soviet Russians reached their “age of socialization” when the Soviet Union was intact, whereas contemporary Russians achieved their age of socialization during the Gorbachev and Yeltsin eras. The results indicate a lack of invariance across age cohorts in the relationship between all the subconstructs, with the exception of national heritage, and overall national identity. As a result, researchers should consider that the relationship between components of the NATID scale and overall national identity is likely to vary in strength across groups in the same country. This insight is significant for firms that conduct market research, introduce products, and develop marketing strategies for selected markets.
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