Hooters : have breastaurants become overexposed? / Andrew Fairman, Bradley W. Brooks, and Andy Borchers.

Format:

Book

Author/Creator:

Fairman, Andrew, author.

Brooks, Bradley W., author.

Borchers, Andy, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Hooters Corporation--Case studies.

Hooters Corporation.

Branding (Marketing)--Case studies.

Branding (Marketing).

Marketing--Management--Case studies.

Marketing.

Business planning--Case studies.

Business planning.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : Society for Case Research, 2020.

Summary:

Hooters, America's first and most influential chain of breastaurants (restaurants with waitresses in revealing uniforms), had endured-but also embraced-criticisms of its image for decades. By 2017, however, Hooters' highly sexualized image was not resonating with its target market, young millennial men, the way it had with young Generation X men who had fueled its growth in the 1980s and 1990s. At a time when sexualized stimuli had become highly proliferated, coupled with heightening respect between genders through social movements such as the #MeToo movement, Hooters faced declining sales and multiple location closings. This decision case is well suited for undergraduate marketing courses in Principles of Marketing, Consumer Behavior, Branding, and Marketing Management.

Notes:

Description based on XML content.

ISBN:

979-83-488-3651-1

OCLC:

1569208817

Publisher Number:

T299712