Consumers See Many Brands Through Political Lens

A study by a Rice Business professor reveals consumers pay more attention to the politics of companies, which affects their perception according to party affiliation

Vikas Mittal, marketing professor at Rice Business, says social media has changed the way consumers look at brands.


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How a brand is seen depends more and more on the politics of its consumers.

That's the finding of a study by Rice Business professor Vikas Mittal, which was recently published in the Harvard Business Review.

Together with co-authors Ashwin Malshe of the University of Texas at San Antonio and Shrihari Sridahar of Texas A&M, he surveyed 5,881 retail customers with strong political ideologies and gauged their perception of 45 retail brands.

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