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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