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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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| 22 oct. 2021

NIM Marketing Intelligence Review's Cover Image

NIM Marketing Intelligence Review

Édition 13 (2021): Edition 2 (November 2021)

Brand Activism

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Publié en ligne: 22 oct. 2021

Pages: 26 - 31

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

Mots clés
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
Langue:: Anglais

Périodicité:: 2 fois par an
Sujets de la revue:: 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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