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).
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.
Polina Landgraf, IE Business School, IE University, Spain
Antonios Stamatogiannakis, IE Business School, IE University, Spain
Haiyang Yang, Johns Hopkins University, USA
NA - Advances in Consumer Research Volume 47 | 2019
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