Elite Messaging and Partisan Consumerism: An Evaluation of Trump’s Tweets and Polarization of Corporate Brand Images

• In Event: Public opinion and recent elections

Brief Overview

Using YouGov’s weekly BrandIndex ratings of four firms that came under fire from President Trump’s tweets, we model the net brand ratings of Democratic and Republican respondents.

Authors

• Kyle Leon Endres, Duke University

• Costas Panagopoulos, Northeastern University

• Donald P. Green, Columbia University in the City of New York