Brands Are the Right Choice: Political Ideology and Brand Centricity
This research explores brand centricity through the lens of political ideology. Across several studies, we demonstrate that brands are more central for conservatives than liberals because brands enable them to make dispositional inferences.
Efe Camurdan, Zeynep Gurhan-Canli, and Alokparna (Sonia) Monga (2019) ,"Brands Are the Right Choice: Political Ideology and Brand Centricity", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 485-486.
Efe Camurdan, University College Dublin, Ireland
Zeynep Gurhan-Canli, Koc University, Turkey
Alokparna (Sonia) Monga, Rutgers University, USA
NA - Advances in Consumer Research Volume 47 | 2019
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