Selling culture: a buy local campaigns in the Ghanaian and South African textile and clothing industries

Esther Naa Dodua Darku and Wilson Akpan

Journal of Enterprising Communities: People and Places in the Global Economy, 2020, vol. 14, issue 4, 643-662

Abstract: Purpose - This paper aims to examine the paradoxes of buy local campaigns. These are popular strategies for marketing products in domestic markets aimed at supporting the local economy. Their scope can be national, regional, community or sectoral (such as agriculture, tourism, clothing or textiles). Design/methodology/approach - This paper examines the paradoxes associated with these campaigns, using two cases and a mixed methods study of buy local campaigns in the Ghanaian and South African textiles and clothing industries. Findings - The study found that both economic and cultural streams of the two campaigns have different outcomes and that the dominance of one aspect does not directly influence the other. Practical implications - The use of buy local campaigns by countries as an intervention for reclaiming domestic market spaces can produce contradictory outcomes concurrently in the same campaign. Originality/value - The author concludes with a brief discussion, which spells out the anatomy of buy local campaigns and the usefulness of the different aspects of these campaigns.

Keywords: Buy local; Wear national; Wear South African; National Friday wear; Textile and clothing industry (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (text/html)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (application/pdf)
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eme:jecpps:jec-09-2019-0088

DOI: 10.1108/JEC-09-2019-0088

Access Statistics for this article

Journal of Enterprising Communities: People and Places in the Global Economy is currently edited by Prof Leo Dana and Andrea Caputo

More articles in Journal of Enterprising Communities: People and Places in the Global Economy from Emerald Group Publishing Limited
Bibliographic data for series maintained by Emerald Support ().