Milfeld, Tyler; Flint, Daniel J. - In: Journal of Product & Brand Management 30 (2020) 4, pp. 532-548
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 consumer response, aiding...