Sundar Bharadwaj, a marketing professor in the Terry College of Business, was quoted in an article about Chick-fil-A’s changing position for funding anti-gay marriage groups.
Following reports it would cease giving money to anti-gay causes in October, officials with the fast-food chain released statements that left its position unclear.
“You can change your position, but you have to have a rational reason for the change and be consistent and communicate that to your customers,” he told the Associated Press. “Two different brands cannot be visible to the customer. Your authenticity is questioned after that, and your brand loses equity.”