... through five experimental studies involving 1,914 participants recruited in China. Participants answered questions investigating the interactive effects of perceived logo movement imagery (dynamic vs static) and logo direction (toward the left vs right) under different brand positioning conditions...

... the brand. Thus, political ideology may be considered as brands position themselves and engage in corporate sociopolitical activism. Originality/value This research provides unique insights into consumer political ideology as an alternative segmentation tool and its role in understanding brand...