Incorporating the «proudly south african» campaign in communication programmes of South African firms


  • Chris D. Pentz Stellenbosch University



country of origin, ethnocentrism, patriotic campaigns


The aim of this paper is to provide information on the use of a «patriotic campaign», the Proudly South African campaign, to communicate with the domestic South African market. The article commences with background on the effects of country of origin and ethnocentrism. This section is followed by a brief overview of the «Proudly South African» campaign, followed by practical examples of how the campaign has been incorporated in communication programmes. A section describing the cultural diversity of South Africa follows and the final section of the article highlights future research that is planned for the South African market.


Os dados de download ainda não estão disponíveis.


About the Proudly South African campaign. [Online]. Available: [Accessed: 10/07/2007].

Appearing soon on SA’s finest. [Online]. Available: [Accessed: 25/06/2007].

Benefits to members include: [Online]. Available:[Accessed: 22/06/2007].

Baker, M.J. and Ballington, L. (2002) Country of origin as a source of competitive advantage. Journal of Strategic Marketing, 10, pp157-168.

Bannister, J.P. and Saunders, J.A. (1978) UK consumers' attitudes towards imports: the measurement of national stereotype image. European Journal of Marketing, 12(8), pp. 562-70.

Baumgartner, G. and Jolibert, A. (1978) The perception of foreign products in France. in Hunt, K. (Ed.), Advances in Consumer Research, Vol. 5, Association for Consumer Research, Ann Arbor, MI, pp. 603-5.

Bilkey, W.J. and Nes, E. (1982) Country of origin effects on product evaluation. Journal of International Business Studies, 8 (1), pp. 89-99.

Cattin, P., Jolibert, A. and Lohnes (1982) A cross-cultural study of made in concepts. Journal of International Business Studies, 13(Winter), pp. 131-41.

Dornoff, R., Tankersley, C. and White, G. (1974) Consumers' perceptions of imports. Akron Business and Economic Review, 5(Summer), pp. 26-29.

Gaedeke, R. (1973) Consumer attitudes toward products made in developing countries. Journal of Retailing, 49 (Summer), pp. 13-24.

Good, L.K. and Huddleston, P. (1995) Ethnocentrism of Polish and Russian consumers: are feel- ings and intentions related? International Marketing Review, 12(5), pp. 35-48.

Hamin, and Elliot, G.E. (2006) A less-developed country perspective of consumer ethnocentrism and «country of origin effects: Indonesian evidence. Asia Pacific Journal of Marketing and Logistics, 18(2), pp79-92.

Irvin, R. (2004) South Africa Makes it local. [Online]. Available: [Accessed: 23/08/2007].

Kaynak, E. and Kara, A. (2002) Consumer perceptions of foreign products. An analysis of product-country images and ethnocentrism. European Journal of Marketing, 36(7/8), pp928-949.

Kucukemiroglu, O. (1999) Market segmentation by using consumer lifestyle dimensions and ethnocentrism. An empirical study. European Journal of Marketing, 33(5/6), pp470-487.

Leonidou, L.C., Hadjimarcou, J., Kaleka, A. and Stamenova, G.T. (1999) Bulgarian consumers’ perceptions of products made in Asia Pacific. International Marketing Review, 16(2), pp126- 142.

Luque-Martinez, T., Ibanez-Zapata JA. and Barrio-Garcia, S. (2000) Consumer ethnocentrism measurement – An assessment of the reliability and validity of the CETSCALE in Spain, European Journal of Marketing, 34 (11/12), pp1353-1373.

Mclain, S. and Sternquist, B. (1991) Ethnocentric Consumers: Do they «Buy American»? Journal of International Consumer Marketing, 4(1/2), pp39-57.

Nagashima, A. (1970) A comparison of Japanese and US attitudes toward foreign products. Journal of Marketing, 34, pp. 68-74.

Nagashima, A. (1977) A comparative «made in» product image survey among Japanese businessmen» Journal of Marketing, 41, pp. 95-100.

Narayana, C.L. (1981) Aggregate images of American and Japanese products: implication on international marketing. Columbia Journal of World Business, 16 (Summer), pp. 31-35.

Nedbank is Proudly South African … still. [Online]. Available: [Accessed: 25/06/2007].

Peris, S., Newman, K., Bigne, E., and Chansarkar, B. (1993) Aspects of Anglo-Spanish perceptions and product preferences arising from 'country of origin' image. International Journal of Advertising, 12, pp. 33-40.

Phau, I. and Prendergast, G. (2000) Conceptualizing the country of origin of brand. Journal of Marketing Communications, 6(3), pp159-170.

Promotional items. [Online]. Available: [Accessed: 10/07/2007].

Proudly South African – Campaign May 2002. [Online]. Available:[Accessed: 19/06/2007].

Quester, P.G., Marr, N.E. and Yeoh, P.S. (1996) Country-of-origin effects: an Australian experiment in shelf labeling. The International Review of Retail, Distribution and Consumer Research, 6(1), pp113-133.

Shimp, T.A. and Sharma, S. (1987) Consumer Ethnocentrism: Construction and Validation of the CETSCALE. Journal of Marketing Research, XXIV (August), pp280-289.

Schooler, R.D. (1971) Bias phenomena attendant to the marketing of foreign goods in the US. Journal of International Business Studies, 2(1), pp. 71-81.

Schooler, R.D. (1965) Product bias in the central American common market. Journal of Marketing Research, November, pp. 394-7.

Schooler, R.D. and Wildt, A.R. (1968) Elasticity of product bias. Journal of Marketing Research, 5, pp. 78-81.

Still feeling «GUD» to be Proudly South African. [Online]. Available: [Accessed: 25/06/2007].

South Africa’s population. [Online]. Available: [Accessed: 21/06/2007].

Wang, C. and Lamb, C. (1983) The impact of selected environmental forces upon consumers' willingness to buy foreign products. Journal of the Academy of Marketing Science, 11 (2), pp. 71-84.

White, P.D. (1979) Attitudes of US purchasing managers toward industrial products manufactured in selected European nations. Journal of International Business Studies, Spring/Summer, pp. 81-90.

White, P.D. and Cundiff, E.W. (1978) Assessing the quality of industrial products. Journal of Marketing, 42 (January), pp. 80-86.





Actas de Congresso

Como Citar

Incorporating the «proudly south african» campaign in communication programmes of South African firms. (2007). Comunicação Pública, 3(5), 143-156.