In March, US President Donald Trump issued an executive order to combat false or inaccurate advertising of “Made in USA” claims, especially in digital marketplaces. It was part of sweeping trade policies that, according to the White House, “deliver on his promise to put America first”.

“American businesses building, growing, and manufacturing all, or virtually all, aspects of their products onshore are entitled to the undiluted branding benefits that come with supporting the American economy,” Trump’s executive order read, “and American citizens attempting to buy American products should have certainty as to what American-origin claims mean.”

In a world of growing national populism, country-of-origin labelling has become a political issue, as foreign brands can often seem – or easily be portrayed as – less aligned with national interests. This can be particularly problematic for certain products like Scotch whisky or French champagne, whose identity, prestige and branding are tied to their national origins, but our research shows that populism affects consumer and marketing behaviour across the board.

Election results affect marketing

To understand how a national-populist election victory shapes marketing, we conducted a study centered on the automobile industry in the US. Along with Daniel Brannon at the University of Northern Colorado, we analysed the impact that national-populist gains have on advertising........

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