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Keywords: Polarization
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Journal Articles
Journal of Product & Brand Management (2021) 30 (4): 532–548.
Published: 20 May 2020
...Tyler Milfeld; Daniel J. Flint Purpose A growing number of consumers expect brands to take a stand on social issues. When Gillette launched its video with a social message in 2019, the popular press described it as divisive and controversial. This study aims to examine themes behind the polarized...
Journal Articles
Journal of Product & Brand Management (2019) 28 (5): 614–632.
Published: 07 March 2019
...Sergio Andrés Osuna Ramírez; Cleopatra Veloutsou; Anna Morgan-Thomas Purpose Negativity towards a brand is typically conceived as a significant problem for brand managers. This paper aims to show that negativity towards a brand can represent an opportunity for companies when brand polarization...
