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商品編號： 9-519-046 出版日期： 2018/12/17 作者姓名： Avery, Jill;Pauwels, Koen 商品類別： Marketing 商品規格： 36p 再版日期： 2019/09/13 地域： United States 產業： Apparel accessories;Professional sports industry;Retail and consumer goods 個案年度： 2018 - 2018
商品敘述：
Nike''s selection of politically polarizing Colin Kaepernick as the spokesperson for the 30th anniversary of its iconic "Just Do It" campaign catapulted the brand into the media spotlight and made it a political flashpoint for consumers across America. Would the choice of Kaepernick positively or negatively affect Nike''s business results or just generate a lot of social media chatter? As Nike''s management team watched some people burn their sneakers in protest on YouTube and others applaud the company''s behavior on Facebook, they wondered whether inserting Nike into the middle of a heated political debate was the right thing to do or the most reckless action Nike''s brand stewards had ever taken, putting Nike''s $30 billion brand asset at risk? After all, on social media, it was easy to say that one would boycott or buycott a brand due to one''s political beliefs, but in the marketplace, other purchase criteria often reigned supreme.
涵蓋領域：
Advertising;Brand equity;Branding;Marketing;Marketing communications;Marketing strategy;Politics;Social media
相關資料：
Case Teaching Note, (5-520-104), 25p, by Jill Avery, Koen Pauwels
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