FLORIAN MARTIN | POSTED ON APRIL 12, 2018, 5:26 PM
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
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.
Click the play button above to listen to the interview.