The Power of Politics in Branding

Document Type

Article

Publication Title

Journal of Marketing Theory and Practice

Publication Date

4-3-2017

Abstract

Corporations have generally avoided publically linking their brands with political positions, yet recently brands have become more politically active. Brands like Chevrolet and Hobby Lobby were linked with marriage equality, yet little research exists regarding brands and politics. Our studies show: 1) consumers associate brands as liberal/conservative when brands are linked with political positions; 2) self-brand connection (SBC) is differentially impacted depending on the consumer’s political orientation and the political orientation with which the brand is linked; 3) misalignment between the brand/consumer orientation weakens SBC; and 4) SBC mediates the relationship among brand/consumer political orientation, and brand attitude and purchase intention.

Volume

25

Issue

2

First Page

125

Last Page

140

DOI

10.1080/10696679.2016.1270768

ISSN

10696679

E-ISSN

19447175

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