Why did the Bud Light boycott affect the beer brand’s sales when many other boycotts have only marginal or short-term impact? An analysis of sales data confirms that Bud Light suffered a sustained downturn in sales, more pronounced in Republican-leaning counties in the U.S.
And it explains several factors that determine how vulnerable a brand is to a boycott. Boycotts can have a bigger impact when a product is more substitutable, when it is more visible, and when consumers feel psychological “ownership” over it.Taking a social stance has become a rite of passage for contemporary brands that are hoping to resonate with younger, more socially-conscious audiences.
is an Associate Professor at Cornell University’s SC Johnson College of Business. Her research focuses on quantifying the effects of advertising, information, and social media movements on consumer choice.is an Associate Professor of Marketing at Northwestern University’s Kellogg School of Management. Her research addresses economic questions related to advertising, pricing, and public policy.
United States Latest News, United States Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
AB InBev profits rise despite ongoing hit from Bud Light boycott in U.S.The world's biggest brewer saw annual revenue of $59.38 billion, up 7.8% but shy of analyst expectations.
Read more »
Bud Light St. Patrick's River Parades & Celebration will paint the River Walk green this weekendSt. Patrick's Day festivities return to the San Antonio River Walk with two days of live music and dance performances, Irish-themed floats and river-dyeing rituals.
Read more »
Former ESPN Commentator Praises UFC Chief for Resuming Sponsorship Deal with Bud LightFormer ESPN commentator Sage Steele has praised UFC chief Dana White for resuming his sponsorship deal with the heavily boycotted beer brand Bud Light because “everyone deserves a second chance.” Steele commends White's decision despite the criticism he faced for going back to Bud Light as a sponsor.
Read more »
Dylan Mulvaney pitches new Bud Light ad as company heads in opposite directionInfluencer Dylan Mulvaney expressed disappointment that Bud Light hasn't picked up a comedic pitch for its next advertisement.
Read more »
Before Tommy John surgery became common, pitchers like Bud Black pitched through the painRockies manager Bud Black opted not to have Tommy John surgery late in his career, even though his pitching elbow would swell after every outing and begin hurting once he reached a certain number of throws.
Read more »
Bud Black, Rockies “talking” about another contract extensionRockies manager Bud Black, who is entering the final year of his contract, has begun talks with owner Dick Monfort about a possible extension, according to a report Sunday by MLB.com.
Read more »