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

Chris Hydock

Chris Hydock

Assistant Professor of Marketing, California Polytechnic State University, Orfalea College of Business
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Hydock, Chris
, 
Neeru Paharia

Neeru Paharia

Associate Professor of Marketing, Georgetown University, McDonough School of Business
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Paharia, Neeru
 and 
Sean Blair

Sean Blair

Assistant Professor of Marketing, Georgetown University, McDonough School of Business
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Blair, Sean
  
Oct 22, 2021
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Published Online: Oct 22, 2021
Page range: 26 - 31
DOI: https://doi.org/10.2478/nimmir-2021-0013
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© 2021 Chris Hydock et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Hydock, Chris; Paharia, Neeru; & Weber, T. J. (2019): “The Consumer Response to Corporate Political Advocacy: A Review and Future Directions”, Customer Needs and Solutions, Vol. 6 (3), 76–83. Search in Google Scholar

Weber, T.J.; Hydock, C.; Ding, W.; Gardner, M.; Jacob, P.; Mandel, N.; Sprott, D. E.; & Van Steenburg, E. (2021): “Political Polarization: Challenges, Opportunities, and Hope for Consumer Welfare, Marketers, and Public Policy.” Journal of Public Policy & Marketing, Vol. 40 (2), 184–205. 0743915621991103. Search in Google Scholar

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, Business Management, other
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