Schmidt, Holger Joerg; Ind, Nicholas; Guzmán, Francisco; … - In: Journal of Product & Brand Management 31 (2021) 1, pp. 40-55
Purpose: This paper aims to shed light on the emerging position of companies taking stances on sociopolitical issues and the impact this has on consumers. Design/methodology/approach: The paper uses focus groups, interviews and consumer experiments in various countries, to provide insights as...