The effect of corporate political advocacy on brand perception: an event study analysis

Volume: 31, Issue: 5, Pages: 780 - 797
Published: Nov 12, 2021
Abstract
Purpose In recent years, brands have increasingly engaged in corporate political advocacy (CPA; also termed brand activism or corporate sociopolitical activity) by taking positions on polarizing sociopolitical issues. Recent experimental research suggests that consumers respond to CPA based on its alignment with their own values, and that it typically induces an overall negative response. This study aims to provide additional insights by...
Paper Details
Title
The effect of corporate political advocacy on brand perception: an event study analysis
Published Date
Nov 12, 2021
Volume
31
Issue
5
Pages
780 - 797
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