Should Your Brand Pick a Side? How Market Share Determines the Impact of Divisive Corporate Political Stances
, oraz
22 paź 2021
O artykule
Data publikacji: 22 paź 2021
Zakres stron: 26 - 31
DOI: https://doi.org/10.2478/nimmir-2021-0013
Słowa kluczowe
© 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
Assistant Professor of Marketing, California Polytechnic State University, Orfalea College of Business
Paharia, Neeru
Associate Professor of Marketing, Georgetown University, McDonough School of Business
Blair, Sean
Assistant Professor of Marketing, Georgetown University, McDonough School of Business