Political influence: How political ideologies can impact relationships between consumers and brands

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Moderates form the strongest and most loyal bonds to brands so long as they are not alienated by overly strong political affiliations by such brands.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2022), "Political influence: How political ideologies can impact relationships between consumers and brands", Strategic Direction, Vol. 38 No. 2, pp. 35-36. https://doi.org/10.1108/SD-12-2021-0160