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
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.
- 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.
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
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© 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.