Neeru Paharia

Georgetown University - Robert Emmett McDonough School of Business

3700 O Street, NW

Washington, DC 20057

United States

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Should Your Brand Pick a Side? How Market Share Determines the Impact of Corporate Political Advocacy

Number of pages: 58 Posted: 14 Aug 2020
Chris Hydock, Neeru Paharia and Sean Blair
California State Polytechnic University, San Luis Obispo - Orfalea College of Business, Georgetown University - Robert Emmett McDonough School of Business and Georgetown University - Robert Emmett McDonough School of Business
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Abstract:

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corporate political advocacy, choice share, market share, political orientation, brand activism, negativity bias, identity-based consumption