In recent years, a new trend has emerged: Chick-fil-a and Amazon took opposing positions in the gay marriage debate, companies have openly opposed many of President Trump’s policies and even dropped his daughter’s brand from their stores, Paypal gave an ultimatum to North Carolina over...

Consumers increasingly expect brands to “pick a side” on divisive sociopolitical issues, but managers are reluctant to risk alienating customers who oppose their position. Moreover, research on identity-based consumption and negativity bias suggests that corporate political advocacy (CPA) is...

In the past decade, we have seen a certain convergence between politics and marketing, in sometimes unexpected ways. Political campaigns now routinely use marketing tools to persuade voters. Brands, on the other hand, are engaging with increasing likelihood with explicitly-political movements of...