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eISSN: 2581-9615 || CODEN: WJARAI || Impact Factor 8.2 ||  CrossRef DOI

Research and review articles are invited for publication in March 2026 (Volume 29, Issue 3) Submit manuscript

Diaspora-Driven Brand Strategy: Unlocking Trade and Investment Opportunities between the U.S. and Africa

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  • Diaspora-Driven Brand Strategy: Unlocking Trade and Investment Opportunities between the U.S. and Africa

Zvikomborero Bright Chitemerere 1, *, Micaiah Mgugu 2, Tafadzwa Agartha Kundayi Zireva 3, Rumbidzai Lyn Kasinamunda 4 and Munashe Naphtali Mupa 5

1 Arizona State University. 

2 University of New Hampshire.

3 Doane University.

4 Southern New Hampshire University.

5 Hult International Business School.

Review Article

World Journal of Advanced Research and Reviews, 2025, 27(02), 1956-1963

Article DOI: 10.30574/wjarr.2025.27.2.3043

DOI url: https://doi.org/10.30574/wjarr.2025.27.2.3043

Received on 13 July 2025; revised on 23 August 2025; accepted on 25 August 2025

The African Diaspora has become a significant asset and agent for local development, economic growth, and technological advancement. This article examines the impact of Diaspora-Driven Brand Strategy and the role that the African Diaspora plays in promoting and marketing African products and services. Through analyzing the role of the African diaspora in brand promotion, policy frameworks, and strategic marketing approaches, the article tackles the full scope of African-made products in the US market. Policy frameworks have been proposed to ensure smooth cross-border e-commerce between Africa and the US. Additionally, case studies on successful African products have been highlighted to showcase the application of strategic marketing and the existing limitations to hitting maximum potential.

Brand; Diaspora; Investment; Trade; Strategy

https://wjarr.com/sites/default/files/fulltext_pdf/WJARR-2025-3043.pdf

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Zvikomborero Bright Chitemerere, Micaiah Mgugu, Tafadzwa Agartha Kundayi Zireva, Rumbidzai Lyn Kasinamunda and Munashe Naphtali Mupa. Diaspora-Driven Brand Strategy: Unlocking Trade and Investment Opportunities between the U.S. and Africa. World Journal of Advanced Research and Reviews, 2025, 27(2), 1956-1963. Article DOI: https://doi.org/10.30574/wjarr.2025.27.2.3043

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