Working Papers

Brand Political Positioning: Implications of the 2016 US Presidential Election

Eugene Pavlov

University of Miami Herbert Business School

Natalie Mizik

University of Washington - Seattle

May 14, 2021

Develops the construct of a brand’s political positioning (PP)— the extent to which a brand’s image aligns with the perceptual profile of a major political party—and examine its effects on firm performance in the aftermath of the 2016 US presidential election.

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