From:
WAMC Northeast Public Radio commentator Rex Smith cited research by Columbia Business School faculty Verena Schoenmueller and Oded Netzer, along with co-author Florian Stahl, in a discussion of how consumers increasingly view brands as political actors. Referencing the study How Political Polarization Is Changing Consumer Behavior and Brand Choices, the article explains that consumers are more likely to boycott—or “buycott”—companies based on perceived alignment with their values. The research shows that brands expressing consistent values over time can strengthen loyalty, while perceived opportunism or inconsistency risks backlash.
