2K How Political Elections Impact Brand Equity
How might political elections impact brand equity? Large-scale empirical studies show that brands with an exciting personality can be more closely associated with liberal (vs. conservative) political orientation. Thus, when liberals defeat (are defeated by) conservatives in elections, the equity of brands with an exciting personality tends to increase (decrease).
Citation:
Polina Landgraf, Antonios Stamatogiannakis, and Haiyang Yang (2019) ,"2K How Political Elections Impact Brand Equity", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 980-980.
Authors
Polina Landgraf, IE Business School, IE University, Spain
Antonios Stamatogiannakis, IE Business School, IE University, Spain
Haiyang Yang, Johns Hopkins University, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
Share Proceeding
Featured papers
See MoreFeatured
Decreasing Impatience with Bundled Donations
Sachin Banker, University of Utah, USA
Featured
O9. The Role of Numerical Identification in Customer Reaction toward Service Failure
JIEXIAN (Chloe) HUANG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Featured
Liminality, Portals, and Narratives of Transformation
Laetitia Mimoun, HEC Paris, France
Fleura Bardhi, City University of London, UK