Branding and the 4 Factors That Influence the Buy American Concept

Solving for B°

American consumers will often choose American brands over their international counterparts. But what's behind their affinity for these brands? Is it simple patriotism? Or is it something more? In this episode of Solving for B°, Dr. Vikas Mittal joins us to discuss his research into the topic. He and Bo Bothe, President and CEO of BrandExtract, address the four distinct motivating factors behind the Buy American concept and what brands need to consider before diving utilizing this strategy.

If you'd like to read Dr. Mittal's accompanying research on the Buy American concept, you can do so at the following places:

• SSRN: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2952636
• American Marketing Association: https://www.ama.org/publications/MarketingNews/Pages/brands-leverage-buy-american-sentiment.aspx