Bauer Business Focus

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Company Success and Political Views

Published on June 28, 2021
Assistant Professor of Marketing Kitty Wang.

What you eat, drink, wear and buy could be impacted by how you voted at the polls. Professor Kitty Wang with the Bauer College of Business at the University of Houston says research shows a company’s projected political view can impact the sales of their products.

“Being political can play in a company’s favor. A company’s projected political position plays a specific type of marketing communication role: it allows the existing and potential customers to evaluate the fit more easily between their own political identity and that of the firm.”

“As a result, the company’s sales will change, in both the short and long run, through reshaping its customer base. By identifying the right customers that are potentially more loyal, a company can be more profitable.”

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