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1 – 2 of 2R. Charles Viosca, Blaise J. Bergiel and Phillip Balsmeier
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…
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.
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Collins Osei and Ayantunji Gbadamosi
The purpose of this conceptual paper is to explore how Africa has been branded, and to suggest ways the continent could be re‐branded to attract both international and domestic…
Abstract
Purpose
The purpose of this conceptual paper is to explore how Africa has been branded, and to suggest ways the continent could be re‐branded to attract both international and domestic investments.
Design/methodology/approach
An extensive review of literature that encapsulates branding, nation branding, place/destination branding, foreign direct investment and issues associated with investment opportunities in Africa was conducted towards exploring how Africa has been branded and could be re‐branded.
Findings
This paper finds that the extant literature is replete with publications that essentially associate Africa, as a brand, to poverty, underdevelopment, corruption, doom, pestilence and several other inauspicious features. Nonetheless, the article also shows that there are several existing virtues especially in the form of business opportunities in several sectors that could be accorded extensive publicity to espouse the continents' brand equity. These range from agriculture, to tourism, to real estate, to sports and several existing foreign direct investments already thriving in several parts of the continent. Hence, the suggestion for re‐branding Africa as a viable continent for global business transactions is strongly emphasised in the article.
Practical implications
This paper has a significant implication for positioning Africa as a relevant business partner in the global marketplace by echoing the extensive business opportunities that await both the indigenous and foreign investors in the continent.
Originality/value
The article espouses the brand equity of Africa as a continent and suggests avenues for constantly communicating the inherent virtues of the content to the world towards maintaining her rightful position in the international business community.
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