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

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

NIM Marketing Intelligence Review
Volume 13 (2021): Issue 2 (November 2021)
By: Chris Hydock,  Neeru Paharia and  Sean Blair  
Open Access
|Oct 2021

Authors

Chris Hydock

chydock@calpoly.edu

Assistant Professor of Marketing, California Polytechnic State University, Orfalea College of Business

Neeru Paharia

np412@georgetown.edu

Associate Professor of Marketing, Georgetown University, McDonough School of Business

Sean Blair

sean.blair@georgetown.edu

Assistant Professor of Marketing, Georgetown University, McDonough School of Business
DOI: https://doi.org/10.2478/nimmir-2021-0013 | Journal eISSN: 2628-166X
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Language: English
Page range: 26 - 31
Published on: Oct 22, 2021
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Keywords:
Branding,
Brand Activism,
Corporate Political Advocacy,
Identity-based Consumption,
Market Share,
Political Orientation
Related subjects:
Business and economics,
Political economics,
Public finance and fiscal theory,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business management, other

© 2021 Chris Hydock, Neeru Paharia, Sean Blair, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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