Effects of the electronic Nigerian money fraud on the brand equity of Nigeria and Africa

Abstract

Using the Internet to carry out their schemes, fraudsters now have access to the consumers of the world as well as the potential to destroy the image of an entire country. One particular type of Internet fraud, known as the Nigerian money fraud, has become associated with that nation, damaging the brand equity of the country and its region, Africa. The purpose of this article is to discuss the impact that the electronic version of the Nigerian money fraud may have had on the brand equity of Nigeria and Africa and what steps can be taken to diminish these negative effects.

Citation

Viosca, R.C., Bergiel, B.J. and Balsmeier, P. (2004), "Effects of the electronic Nigerian money fraud on the brand equity of Nigeria and Africa", Management Research News, Vol. 27 No. 6, pp. 11-20. https://doi.org/10.1108/01409170410784167