東華大學圖書館 |

Language: English

Help

回圖書館首頁

手機版館藏查詢

Back

Switch To: Labeled | MARC Mode | ISBD

Political Intensity, Customer Loyalt...

Sharma, Udit.

Linked to FindBook

Google Book

Amazon

博客來

Political Intensity, Customer Loyalty, and Brand Advocacy: A Novel Perspective on Political Polarization With Strategic Implications.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Political Intensity, Customer Loyalty, and Brand Advocacy: A Novel Perspective on Political Polarization With Strategic Implications./
Author:	Sharma, Udit.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2024,
Description:	147 p.
Notes:	Source: Dissertations Abstracts International, Volume: 85-10, Section: B.
Contained By:	Dissertations Abstracts International85-10B.
Subject:	Home economics. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31145331
ISBN:	9798382202754

Political Intensity, Customer Loyalty, and Brand Advocacy: A Novel Perspective on Political Polarization With Strategic Implications.
Sharma, Udit.

Political Intensity, Customer Loyalty, and Brand Advocacy: A Novel Perspective on Political Polarization With Strategic Implications. - Ann Arbor : ProQuest Dissertations & Theses, 2024 - 147 p.

Source: Dissertations Abstracts International, Volume: 85-10, Section: B.

Thesis (Ph.D.)--Michigan State University, 2024.

Political polarization continues to grow in the U.S., prompting considerable research in marketing on the effects of individuals' political identities on their behaviors as customers. Underpinning this stream of research is an assumption that individuals' political orientations drive their customer behaviors. While this approach has generated important insights, it covers only one dimension of political polarization - ideologically-driven asymmetries differentiating those on the "left" versus the "right" - and thus provides an incomplete picture of the implications of political polarization to marketers. The authors introduce a previously overlooked dimension of political polarization - political intensity - focusing on how those closer to the far ends of the political spectrum (on the "left" and "right") are similar to each other and different from those with weaker and moderate identities. They propose distinct effects of political intensity (beyond those of political orientation) on customer loyalty and brand advocacy, outline the mechanisms underlying these effects, and show that they are stronger in market-based contexts (competitor-related, product launches and promotions; firm-related, failures) that otherwise threaten customer-brand relationships, but weaker in a nonmarket context (customer-brand political misalignment) contradicting customers' foundational political values. These relationships are tested across nine studies that utilize a variety of data sources and estimation approaches.

ISBN: 9798382202754Subjects--Topical Terms:

551902
Home economics.
Subjects--Index Terms:

Brand advocacy

Political Intensity, Customer Loyalty, and Brand Advocacy: A Novel Perspective on Political Polarization With Strategic Implications.
LDR:02721nmm a2200373 4500 001 2402982
005 20241104055834.5
006 m o d
007 cr#unu||||||||
008 251215s2024 ||||||||||||||||| ||eng d
020 $a 9798382202754
035 $a (MiAaPQ)AAI31145331
035 $a AAI31145331
040 $a MiAaPQ $c MiAaPQ
100 1 $a Sharma, Udit. $0 (orcid)0000-0002-9230-8955 $3 3344139
245 1 0 $a Political Intensity, Customer Loyalty, and Brand Advocacy: A Novel Perspective on Political Polarization With Strategic Implications.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2024
300 $a 147 p.
500 $a Source: Dissertations Abstracts International, Volume: 85-10, Section: B.
500 $a Advisor: Hult, Tomas;Morgeson, Forrest.
502 $a Thesis (Ph.D.)--Michigan State University, 2024.
520 $a Political polarization continues to grow in the U.S., prompting considerable research in marketing on the effects of individuals' political identities on their behaviors as customers. Underpinning this stream of research is an assumption that individuals' political orientations drive their customer behaviors. While this approach has generated important insights, it covers only one dimension of political polarization - ideologically-driven asymmetries differentiating those on the "left" versus the "right" - and thus provides an incomplete picture of the implications of political polarization to marketers. The authors introduce a previously overlooked dimension of political polarization - political intensity - focusing on how those closer to the far ends of the political spectrum (on the "left" and "right") are similar to each other and different from those with weaker and moderate identities. They propose distinct effects of political intensity (beyond those of political orientation) on customer loyalty and brand advocacy, outline the mechanisms underlying these effects, and show that they are stronger in market-based contexts (competitor-related, product launches and promotions; firm-related, failures) that otherwise threaten customer-brand relationships, but weaker in a nonmarket context (customer-brand political misalignment) contradicting customers' foundational political values. These relationships are tested across nine studies that utilize a variety of data sources and estimation approaches.
590 $a School code: 0128.
650 4 $a Home economics. $3 551902
650 4 $a Political science. $3 528916
653 $a Brand advocacy
653 $a Customer loyalty
653 $a Political polarization
653 $a Political intensity
690 $a 0338
690 $a 0615
690 $a 0386
710 2 $a Michigan State University. $b Business Administration-Marketing-Doctor of Philosophy. $3 3180572
773 0 $t Dissertations Abstracts International $g 85-10B.
790 $a 0128
791 $a Ph.D.
792 $a 2024
793 $a English
856 4 0 $u https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31145331