Dec 20, 2013 4:33 PM
“Chris Stone, whose Faith Driven Consumer group's petition nabbed more than 70,000 electronic signatures in support of Robertson within nine hours of its posting, says the group he founded represents consumers whose faith “is a significant enough part of their life to influence their daily (buying) decisions.
“In this case those that like Phil or like Duck Dynasty specifically would be more inclined to engage with the brand because they identify with it,” adds Stone, who is based in Raleigh, N.C.
Stone compares Robertson's comments to the controversy over gay marriage involving Chick-fil-A in August 2012, which led to calls for a boycott – but also packed restaurants, particularly in the chain's home state of Georgia. “There was a tremendous outpouring of support for that brand,” says Stone, adding, “if a brand is aligned with them or compatible with them, they certainly would increase their shopping."”