02342nam a22004571i 4500 000705806 CaToSAGE 20240201082945.0 20231221231934.2 m o d cr un||||||||| 231221s2020 enka fo 000 0 eng d NEZPRACOVANÝ IMPORT 9781071944882 : No price SAGE Business Cases (OCoLC)1417356864 CaToSAGE eng rda pn CaToSAGE UtOrBLW HF6161.S62 B76 2020 659.16313 Brooks, Bradley, author. Dove's advertising campaign highs and lows : from real beauty to real success to real controversy / Bradley Brooks, Dawn Chanland, and Steven Cox. London : Society for Case Research, 2020. 1 online resource : illustrations. text txt rdacontent computer c rdamedia online resource cr rdacarrier SAGE Business cases For years as Unilever’s brand director of skin cleansing, Jennifer Bremner, had enjoyed Dove’s tremendous brand success as it sought to redefine the definition of feminine beauty. A 2017 Dove body wash promotion, however, attracted more than mere attention-to the point of igniting a racial firestorm. Consumers expressed outrage against Dove with online accusations that the brand promoted racial hatred and bigotry. The brand was confronting calls for boycotts with es-calating consumer hostility and national media featured stories about the controversy that threatened the brand. Having been recently promoted based on her Dove brand leadership, Bremner mused over how the carefully built brand loyalty and sales might be damaged. Description based on XML content. elektronické knihy fd186907 czenas electronic books eczenas Product management Case studies. Advertising Soap Case studies. Chanland, Dawn, author. Cox, Steven (Steven M.), author. SAGE Business cases. SAGE Knowledge https://sk.sagepub.com/cases/dove-ad-campaign-from-beauty-to-success-to-controversy Plný text SBC EB NEPOSILAT EB