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Keywords: In-group favoritism
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Journal Articles
Journal of Product & Brand Management (2026) 35 (2): 186–202.
Published: 06 May 2025
...Ya-Hui Kuo; Petty Olivia Purpose Drawing on the concepts of in-group favoritism and the black sheep effect, this paper aims to examine how brand nationality moderates the negative impact of misaligned corporate political advocacy (CPA) stances. Focusing on contentious sociopolitical issues...
