CLOTHING BRANDS MULL RISKS AND REWARDS OF POLITICAL MARKETING
February 22nd, 2023
Political branding can encourage or deter clothing sales, say marketing experts, with the risks and rewards growing where political polarisation intensifies. The key US market is certainly a case in point. Research published in the January-February 2023 issue of the academic journal Marketing Science, by the US-based Institute for Operations Research and the Management Sciences, concluded that, following Donald Trump’s presidential electoral victory in 2016, political polarisation was increasingly extended to consumers’ preferences. This was measured through ...
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