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

Autor: Hydock, Chris1 (AUTHOR) chydock@calpoly.edu, Paharia, Neeru2 (AUTHOR) np412@georgetown.edu, Blair, Sean3 (AUTHOR) sean.blair@georgetown.edu
Zdroj: Journal of Marketing Research (JMR). Dec2020, Vol. 57 Issue 6, p1135-1151. 17p. 1 Diagram, 2 Charts, 7 Graphs.
Databáze: Business Source Ultimate
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