How the marriage of Nike and Tiger Woods survived / Peggy Loroz and Bridgette Braig.

Format:

Book

Author/Creator:

Loroz, Peggy, author.

Braig, Bridgette, author.

Series:

SAGE Business cases.

SAGE Business cases

Language:

English

Subjects (All):

Branding (Marketing)--Case studies.

Branding (Marketing).

Indorsements--Case studies.

Indorsements.

Product management--Case studies.

Product management.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : Society for Case Research, 2020.

Summary:

After turning pro in 1996, Tiger Woods rapidly became the most famous golfer in the world and one of the wealthiest professional athletes of all time. However, he experienced significant ups and downs in both his personal life and career, including a decade from 2009 to 2019 marked by public scandal and injury. Unlike many of Woods's other brand partners, Nike stood by the golfer throughout this time. On Masters Sunday 2019, Woods's 15th major win validated Nike's decision to stay in the relationship as a risk worth the potential long-term reward. This descriptive case prompts students to consider the consumer responses that lead brands to select a particular celebrity endorser and to examine the potential positive and negative implications of continuing a partnership after an endorser is involved in a public scandal. In addition, it offers students the opportunity to consider how sociocultural context impacts consumer perceptions of both celebrity endorser behavior and related brand partner decisions, and how cultural shifts can evolve an endorser's public image over time.

Notes:

Description based on XML content.

ISBN:

1-0719-4494-0

9781071944943

OCLC:

1417358758