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Should Your Brand Pick a Side? How Market Share Determines the Impact of Divisive Corporate Political Stances

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| Oct 22, 2021

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NIM Marketing Intelligence Review

Volume 13 (2021): Issue 2 (November 2021)

Brand Activism

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Published Online: Oct 22, 2021

Page range: 26 - 31

DOI: https://doi.org/10.2478/nimmir-2021-0013

Keywords
Branding, Brand Activism, Corporate Political Advocacy, Identity-based Consumption, Market Share, Political Orientation

© 2021 Chris Hydock et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

eISSN:: 2628-166X
Language:: English

Publication timeframe:: 2 times per year
Journal Subjects:: Business and Economics, Political Economics, Public Finance and Fiscal Theory, Business Management, Marketing, Sales, Customer Relations, Management, Organization, Corporate Governance, other

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