This study offers an innovative methodology combining qualitative and quantitative content analysis to address a current debate concerning global brands taking part in political discussions. Global and local brands are more and more willing to support or disapprove political leader’s policies on critical issues such as immigration, duties or healthcare with specific communication campaigns.
Consumers’ Reaction to Brands Political Activity
Laura Grazzini
;
2019-01-01
Abstract
This study offers an innovative methodology combining qualitative and quantitative content analysis to address a current debate concerning global brands taking part in political discussions. Global and local brands are more and more willing to support or disapprove political leader’s policies on critical issues such as immigration, duties or healthcare with specific communication campaigns.File in questo prodotto:
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