How Value Congruence and Issue Relevance Affect Consumer Reactions to Corporate Political Advocacy
Journal of Business Communication
Published online on September 25, 2023
Abstract
International Journal of Business Communication, Volume 63, Issue 2, Page 432-461, April 2026.
Companies are often hesitant about the impacts of corporate political advocacy, whether to take a stance, and on which issues. This study conducted a 2 (value congruence vs. value incongruence) by 2 (issue relevance: low vs. high) online experiment to ...
Companies are often hesitant about the impacts of corporate political advocacy, whether to take a stance, and on which issues. This study conducted a 2 (value congruence vs. value incongruence) by 2 (issue relevance: low vs. high) online experiment to ...