Consumers favour US brands in spite of politics

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Consumers favour US brands in spite of politics

NEW YORK, US - According to a study carried out by Harvard Business School, consumers around the world are willing to put concerns over US foreign policy aside when it comes to choosing where to buy fast-food, soft drinks and trainers.

The study surveyed 1,800 consumers across 12 countries, including countries associated with anti-US sentiments like Turkey and Indonesia, and found little evidence for a consumer backlash against key American brands like McDonald's, Coca-Cola and Nike.

Roughly 88 per cent of those surveyed opted for well-known global brands over local alternatives, with only 12 per cent opting out based on association of US brands associated with globalisation and US foreign policy.

Professor John Quelch of Harvard Business School claimed that local consumer boycotts of US brands in response to the September 11th attacks were short-lived.

Global brands like Nike were also favoured by consumers in developing countries, providing a guarantee of quality in markets where basic standards are not always upheld.

Professor Quelch suggested that many multinationals had been keen to move away from overt American values in the aftermath of terror attacks across the globe, favouring instead a policy of working with local partners, making it easier for consumers to separate US politics from US brands and goods.

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