Abstract
Rather than a fad, buying American is a consistent and persistent motivation for many consumers. But which consumers are more likely to buy American and why? How can companies better cater to this need among their current and potential customers? This note reviews how companies can proactively respond to consumers’ buy-American motivations and increase customer satisfaction, loyalty behaviors, and financial outcomes. Four distinct motivations drive people to buy American: country branding, country animosity, consumer ethnocentrism, and local identity. This note identifies specific scales that can be administered via a survey for implementing a buy-American branding strategy based on these four motivations. Specific examples illustrate how companies use these four pillars to support their buy-American branding strategy.
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