In gay marriage fight, some companies take a stand

— -- In an unconventional move, a number of high-profile business executives have come out on the issue of gay marriage.

Amazon.com founder Jeff Bezos is the latest to say "I do," to supporting same-sex unions. On Friday, Washington United for Marriage — a coalition that seeks to uphold a civil union law that passed in Washington — announced that Bezos and his wife MacKenzie will donate $2.5 million to its cause.

Microsoft founder Bill Gates and CEO Steve Ballmer have each also donated $100,000 to the effort to keep gay marriage legal. Ken Powell, CEO of food behemoth General Mills, has publicly spoken out against Minnesota's proposed amendment that would ban gay marriage. And Paul Singer, founder of financial firm Elliott Management, recently contributed $150,000 to Freedom to Marry, which fights for gay marriage across the nation.

In an opposite corner is Chick-fil-A President and Chief Operating Officer Dan Cathy, who recently told the Baptist Press that Chick-fil-A is "very much supportive of the family — the biblical definition of the family unit."

Cathy's perceived anti-gay marriage statements renewed the nation's debate on this hot-button topic, with not only government officials, college students, gay rights advocates and fast food customers weighing in, but the CEO of the Jim Henson Company vocalizing her opinions as well.

The company, which had a licensing agreement with Chick-fil-A, said it will not partner with them on any future endeavors.

"Lisa Henson, our CEO, is personally a strong supporter of gay marriage and has directed us to donate the payment we received from Chick-Fil-A to (the Gay & Lesbian Alliance Against Defamation)," it said a statement.

Politicians weigh in

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In the case of Chick-fil-A, it's not just executives weighing in. Politicians are getting involved as well.

On Thursday night, San Francisco Mayor Edwin Lee tweeted that he is "very disappointed (Chick-fil-A) doesn't share San Francisco's values & strong commitment to equality for everyone."

Boston Mayor Thomas Menino and Chicago Mayor Rahm Emanuel also have criticized the private company.

Yet there are also many who support Chick-fil-A and Cathy.

For example, former presidential candidate Mike Huckabee says he's "incensed" by the negative feedback, and in turn has deemed Aug. 1 "Chick fil-A Appreciation Day." He's asking consumers to support the chain by eating there.

Chick-fil-A didn't respond directly when asked by USA TODAY for a comment on Cathy's statements, but issued its own statement that said in part: "The Chick-fil-A culture and service tradition in our restaurants is to treat every person with honor, dignity and respect — regardless of their belief, race, creed, sexual orientation or gender."

Impact on brand

In the Baptist Press interview, Cathy said his stance against non-traditional marriage "might not be popular with everyone, but thank the Lord, we live in a country where we can share our values and operate on biblical principles."

And while companies and their employees are free to openly share their feelings on highly polarizing matters such as gay marriage, such statements from top executives can affect the brand image, say marketing experts.