KOREASCHOLAR

SHOULD BRANDS TAKE POLITICAL SIDES? – HOW A BRAND’S POLITICAL ASSOCIATION AFFECTS BRAND ATTITUDES AND AUTHENTICITY

Dina Baszok, Fernando Fastoso, Boris Bartikowski, Heribert Gierl
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/401191
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.882-890
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
brand political associationsconsumer polarizationbrand authenticity
Table Content
INTRODUCTION
HYPOTHESES
METHODS
RESULTS
DISCUSSION
REFERENCES
Author
  • Dina Baszok(innogy SE)
  • Fernando Fastoso(University of York Fernando)
  • Boris Bartikowski(Kedge Business School)
  • Heribert Gierl(University of Augsburg)