Abstract
The influence of the "Buy American" campaign on retail buyers appears to be negligible. Few buyers are actually using campaign materials and buyers are reluctant to begin using materials if made available.
R-type factor analysis was used to condense buyers' responses to eight Likert-type statements. Buyers were classified into two typologies, Potential Promoters and Active Promoters. Analysis of variance was used to investigate differences among the store types. In addition, analysis of covariance was used to determine the effect of controlling for age, education, and salary.
Two demographic variables, age and salary, are related to retail buyers' views about the "Buy American" campaign. Older buyers are more likely to be actively promoting the "Buy American" campaign or more willing to promote the campaign in thefuture. High salary earners were less likely currently or in the future to promote the "Buy American" campaign.
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