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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

References

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.
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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.
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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:

Brand Activism,

Corporate Political Advocacy,

Identity-based Consumption,

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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