Work

Diaspora-Driven Brand Strategy: Unlocking Trade and Investment Opportunities between the U.S. and Africa

Year: 2025

Type: article

Abstract: The African Diaspora has become a significant asset and agent for local development, economic growth, and technological advancement. This article examines the impact of Diaspora-Driven Brand Strategy and the role that the African Diaspora plays in promoting and marketing African products and services. Through analyzing the role of the African diaspora in brand promotion, policy frameworks, and strategic marketing approaches, the article tackles the full scope of African-made products in the US market. Policy frameworks have been proposed to ensure smooth cross-border e-commerce between Africa and the US. Additionally, case studies on successful African products have been highlighted to showcase the application of strategic marketing and the existing limitations to hitting maximum potential.

Source: World Journal of Advanced Research and Reviews

DOI: 10.30574/wjarr.2025.27.2.3043

Authors: Zvikomborero Bright Chitemerere, Micaiah Mgugu, Tafadzwa Agartha Kundayi Zireva, Rumbidzai Lyn Kasinamunda, Munashe Naphtali Mupa

Institutions: Arizona State University, University of New Hampshire, Southern New Hampshire University, Hult International Business School, Hult International Business School

Language: English

Topic: Migration, Ethnicity, and Economy

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4413842932

FWCI:

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