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

Author

Listed:
  • Hydock Chris

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

  • Paharia Neeru

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

  • Blair Sean

    (Assistant Professor of Marketing, Georgetown University, McDonough School of Business)

Abstract

No abstract is available for this item.

Suggested Citation

  • Hydock Chris & Paharia Neeru & Blair Sean, 2021. "Should Your Brand Pick a Side? How Market Share Determines the Impact of Divisive Corporate Political Stances," NIM Marketing Intelligence Review, Sciendo, vol. 13(2), pages 26-31, November.
    • Handle: RePEc:vrs:gfkmir:v:13:y:2021:i:2:p:26-31:n:4
    DOI: 10.2478/nimmir-2021-0013
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