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When it comes to brands, Democrats love Google, while Republicans prefer Chick-Fil-A and the History Channel, according to a new survey from YouGov Brand Index.
Democrats love Google and Amazon while Republicans prefer Chick-Fil-A and the History Channel, according to a new survey from YouGov Brand Index.
The company analyzed how Americans with different political affiliations perceived brands and found some surprising results.
Democrats ranked Google, Amazon, Cheerios, Clorox and Craftsman as their top five products, while Republicans choose Fox News Channel followed by the History Channel, Craftsman, Chick-Fil-A and Johnson & Johnson.
“Politics in the U.S. have become very personality-focused and we view brands as having a personality,” June Cotte, associate professor of marketing at Western University in Canada, told CNBC.
“If a brand is seen as young and hip it may be more associated with Obama, who is seen as young and hip compared to Romney,” Cotte explained.
The survey also found those brands that "featured prominently in this past summer’s conventions and news received some of the biggest perception boosts by party line since last Election Day."
For example, Staples founder Thomas Stemberg introduced Republican presidential nominee Mitt Romney at at the Republican National Convention in Tampa, and the chain had "the fifth biggest perception gains among Republicans over the past year," according to the survey.
Chick-Fil-A, whose president stirred political controversy with his anti-gay comments, ranked fourth in Republican's top 10 brands but do not fare well with Democrats.