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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
, 
Neeru Paharia
Neeru Paharia
 et 
Sean Blair
Sean Blair
   | 22 oct. 2021
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Publié en ligne: 22 oct. 2021
Pages: 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 4.0 International License.
Chris Hydock
Assistant Professor of Marketing California Polytechnic State University, Orfalea College of Business
Neeru Paharia
Associate Professor of Marketing Georgetown University, McDonough School of Business
Sean Blair
Assistant Professor of Marketing Georgetown University, McDonough School of Business
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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