Lelkes (2022) and Bronnenberg and Dube (2022) provide thoughtful comments on Liaukonyte et al. (2022) and give additional context for how our work relates to the broader literature on political consumerism, polarization, and corporate political engagement. The comments also highlight important...

Brands increasingly face pressure from consumers to take a stance on political issues, but there is limited empirical evidence about the effect of political consumerism on sales. In this paper, we quantify the consequences of a brand taking a political stance. In July 2020, the CEO of Goya, a...