The political divide: Consumers’ political ideology influences the effectiveness of global brand positioning strategies

Mandler, T., Chen, J. orcid.org/0000-0003-1162-1438, Sezen, B. et al. (1 more author) (Accepted: 2026) The political divide: Consumers’ political ideology influences the effectiveness of global brand positioning strategies. Journal of International Business Studies. ISSN: 0047-2506 (In Press)

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This is an author produced version of an article accepted for publication in Journal of International Business Studies, made available via the University of Leeds Research Outputs Policy under the terms of the Creative Commons Attribution License (CC-BY), which permits unrestricted use, distribution and reproduction in any medium, provided the original work is properly cited.
Dates:
  • Accepted: 21 September 2026
Institution: The University of Leeds
Academic Units: The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS)
Date Deposited: 28 Sep 2026 14:40
Last Modified: 28 Sep 2026 14:40
Status: In Press
Publisher: Springer Nature
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