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

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

Lingua:: Inglese

Frequenza di pubblicazione:: 2 volte all'anno
Argomenti della rivista:: Economia e business, Economia politica, Finanze pubbliche e teoria fiscale, Business management, Marketing, vednite, relazioni con il cliente, Managemente, organizzazione, corporate governance, Business Management, altro

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

Chris Hydock

Neeru Paharia

Sean Blair

Pubblicato online: 22 ott 2021

Pagine: 26 - 31

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

Parole chiaveBranding, 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-NoDerivatives 4.0 International License.

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