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Charity Akanam

The Journey to a PhD

My curiosity about my research topic started as a child. Growing up, my great-grandfather was a successful businessman in Nigeria, involved in processing palm kernel into finished products for export. I remember he complained bitterly about the lack of sales due to Nigeria’s poor image, so I curiously asked why foreigners didn’t value our products. Unfortunately, he couldn’t give me an answer before he passed away, but that question stayed with me.

Inspired by this question I wrote about how Nigeria can have a good image in my first degree, a BA in Communication Arts, although I wasn’t clear on what this image should include.  

When working with the government as an intern after my degree, I saw how they liaised with investors across the world. Working with governors within the corridors of power, I noticed that some investors were hesitant in doing business in Nigeria. These struggles for investment also made it evident that ‘Made in Nigeria’ products were blatantly devalued in the global market, especially when compared with similar products from other countries such as England or Italy.

During my Master's of Business Administration, at the University of East London, I was introduced to the concept of nation branding and how a country’s image directly affects its economic growth and international trade. This connected deeply with my childhood curiosity about why Nigerian products were undervalued abroad.

This alignment of personal experience and academic interest drove me to focus on how negative stereotypes impact emerging markets. I also wanted to research how effective nation branding can help reshape these perceptions to open new opportunities.

The Research

My research focuses on the intersection of nation branding, international marketing, and how negative stereotypes affect the country-of-origin image, particularly for emerging markets like Nigeria. I am especially interested in understanding how these stereotypes influence global perceptions and consumer behaviour, and how they create barriers for these countries when they engage in international trade, tourism, or foreign direct investment.

Embedded in my research is the concept of ‘emergingness’, which is a term that is not clearly defined in literature. Therefore, I've defined it in my paper as a country that’s moving from a low income background to a high income background, such as Nigeria. For example, Nigeria is an emerging market, is not a developed market, which is constantly seeking to progress and correct its negative stereotyped image.

Stereotypes can impede a countries progress, leading to ‘brand stickiness’. Despite progress in a country’s market, negative stereotypes can still persist causing reluctance in global markets to do business with a country. This also makes it difficult to measure immediate changes in a countries image. Also nation branding involves multiple stakeholders, from governments to private sectors, making it complex to align interests. These challenges make the research intellectually stimulating but also practically difficult to apply across various contexts and markets.

Reliable data on how these stereotypes impact consumer behaviour and international relations is hard to quantify, as much of this information can be subjective or context dependent. Therefore, I will be conducting empirical studies based on my interview data from a sample of various firms. I also hope to gain a comprehensive representation on consumer behaviour towards goods based on their countries of origin.

My work on strategies, such as nation branding, will contribute to helping emerging markets overcome barriers and improve their global image, attracting investors and boosting economic growth. For instance, Nigeria can leverage its tourist centres and natural resources to build a positive image. This can have real-world implications for policymakers, marketers, and brand managers in these countries, as well as for foreign businesses looking to engage with or invest in them. By addressing these issues, my research contributes to a broader understanding of how countries can build stronger, more positive international reputations, which are essential for their economic development and integration into the global economy.

I really hope my work also has a positive effect on Nigerian people themselves. Within Nigeria, we don't cherish our products so I want to work to change the internal perception as well as our external image. 

Achievements and the Future

Winning an international scholarship from the Niger Delta Development Commission (NDDC) to pursue my master’s degree was a significant milestone. This opportunity has paved the way for me to build an international career and pursue my sponsored PhD.

I’ve achieved the status of Chartered Manager and I'm also a Business Innovation specialist at the University of East London while I do my PhD part-time.

Charity Akanam*

Conducting my research at the ÑÇÖÞÇéÉ« Business School is a major achievement. I chose Sussex due to its international recognition for quality research, and I feel privileged to be a part of such a renowned institution.

By publishing my research findings I aim to contribute meaningful insights to the fields of nation branding and international marketing, particularly regarding strategies for emerging markets like Nigeria.

I aspire to transition into a role that combines research and practice, perhaps in a consultancy capacity or within an international organization focused on economic development and branding strategies for emerging markets. I hope to leverage my expertise to help these countries navigate challenges and build positive global reputations.

I want to continue to build my platform, TheGreaterYOU, for education and empowerment, creating a community that supports young people from diverse backgrounds.

Ultimately, I envision a career that blends academia, practical application, and community engagement, allowing me to make a meaningful impact both locally and globally.

Interview by Shona Clements

Further information: /internal/sussex-researcher-school/researcherdev/researchercommunity/spotlight-on-researchers