Publication Date: 2022/08/13
Abstract: Many countries have created buy local campaigns to encourage local customers to become ethnocentric towards local brands. In order to enhance the buy local campaign’s effectiveness, many countries have created a logo to be used by all campaign members. The motivation to develop buy local campaigns by many states has been to improve the economies and create employment. Zambia unemployment rate has been on a rise at 20.17% in 2020, hence the need to improve local brand advocacy. Quantitative research was conducted which involved the sample size of 295, and the data was collected using a questionnaire and data analysis was done using SPSS to produce the descriptive information. The results indicate that many respondents were not aware of the logo used by the buy local campaign, as there is more than one logo used by the industry players. The results also show that the majority of respondents prefer buying imported products other than the local FMCG’s. This therefore renders the branding strategy used by the buy local campaign ineffective. There is need for all industry players to use one logo as branding brings emotional connection between the products and the customers.
Keywords: Branding, Brand equity, FMCG’s, Perceived quality, Positioning.
DOI: https://doi.org/10.5281/zenodo.6987894
PDF: https://ijirst.demo4.arinfotech.co/assets/upload/files/IJISRT22JUL1005.pdf
REFERENCES