Effect of a buy-national campaign on member firm performance

Country of origin (COO) effects on consumer purchasing processes have been studied extensively, but the effectiveness of using this cue to encourage b uying of domestically produced goods is poorly understood. The performance of firms belonging to the Buy New Zealand-Made Campaign over iis first 5 ye ars is compared with that of nonparticipating firms in four industries. Ann ual sales and staff numbers changed over the period, but differences betwee n campaign members and nonmembers within each industry were not significant . These findings are discussed in terms of benefits to and attributes of me mber and nonmember firms and consumer responses to buy-national campaigns. (C) 1999 Elsevier Science Inc.