HIGHLIGHTS
- who: Maria Kalaitzandonakes et al. from the Department of Agricultural and Consumer Economics, University of Illinois Urbana-Champaign, Champaign have published the research: Consumer responses to rebranding to address racism, in the Journal: PLOS ONE of May/13,/2022
- what: The authors investigate heterogeneity across political ideology, as previous literature indicates responses could be politically divisive. Although the authors focus on racism here, this is only becoming more relevant broadly, as consumers become more vocal about the behavior of brands on a wide range of divisive issues. The authors investigate consumer responses to these rebranding . . .
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