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

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Język:: Angielski

Częstotliwość wydawania:: 2 razy w roku
Dziedziny czasopisma:: Biznes i ekonomia, Ekonomia polityczna, Finanse publiczne i polityka fiskalna, Zarządzanie biznesem, Marketing, sprzedaż, relacje z klientami, Zarządzanie, organizacja, ład korporacyjny, Zarządzanie przedsiębiorstwem, inne

Kanał RSS czasopisma

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

Chris Hydock

Neeru Paharia

Sean Blair

Data publikacji: 22 paź 2021

Zakres stron: 26 - 31

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

Słowa kluczoweBranding, 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.

Słowa kluczowe
Branding, Brand Activism, Corporate Political Advocacy, Identity-based Consumption, Market Share, Political Orientation