A Tale of Two 'States': Partisan Differences in Consumer Response to Brand Activism

Political ideology has become associated with one of the most salient identities in the current environment (Iyengar and Krupenkin, 2018; Van Bavel and Pereira, 2018). Research in the last decade has demonstrated its significant impact across a variety of factors such as openness to new experiences...

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Bibliographische Detailangaben

Hauptverfasser:	Garg, Nitika, Saluja, Geetanjali
Format:	Tagungsbericht
Sprache:	eng
Schlagworte:	Brands Consumer behavior Consumers
Online-Zugang:	Volltext
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