Clark Johnson Discusses Consumer Brands and Political Action in UpNext Podcast
Surveys 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.