Should Your Brand Pick a Side? How Market Share Determines the Impact of Divisive Corporate Political Stances
By: Chris Hydock, Neeru Paharia and Sean Blair
Authors
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
DOI: https://doi.org/10.2478/nimmir-2021-0013 | Journal eISSN: 2628-166X
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:
Related subjects:
© 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.