Jeff Stoltman, marketing professor in the School of Business Administration , commented about the effectiveness of product boycotts by special interest groups such as Christian organizations. While analysts say that such efforts often have just a small effect on companies\' bottom lines, the negative publicity is often enough to spur quick action from corporate executives -- especially if the company is already financially beleaguered like Ford. \"Don\'t forget that corporations, large and small, are spending significant sums of money to create and to nurture a brand image, and these actions chip away at the foundation of that image,\" Stoltman said. \"So all the equity they built up in the Ford name or the Disney name is put at risk.\"