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Clark Johnson Discusses Consumer Brands and Political Action in UpNext Podcast

November 10, 2021  | 1 min read

Clark JohnsonSurveys show that Gen Z and Millennial consumers want brands to be more politically active with regard to the areas they care about. But how do consumers feel about brands asking them to be involved in political issues? Does activating one’s consumers help or hurt how consumers feel about the brand? Pepperdine Graziadio’s Dr. Clark Johnson, assistant professor of marketing, discussed these and other issues in the popular podcast What’s Next with Gabriella Mirabelli.

The conversation explored why consumers participate in corporate political activities on behalf of brands and the impact those activities have on consumer brand loyalty, social exchange theory: what it is and how it works and the six factors involved in consumers’ willingness to participate in political activities. The Up Next podcast was based on peer-reviewed research from Dr. Clark in the International Journal of Research in Marketing.

The podcast is available at UpNext here.