02736nam a22005051i 4500 000705929 CaToSAGE 20240201082945.0 20231221202410.1 m o d cr un||||||||| 231221s2024 enk fo 000 0 eng d NEZPRACOVANÝ IMPORT 9781071921197 : No price SAGE Business Cases (OCoLC)1417358054 CaToSAGE eng rda pn CaToSAGE UtOrBLW a ii HF5415.15 .S54 2024 658.5 Shetty, A. Shivakanth, author. Ms. Kangana Ranaut : brand ambassador or brand destroyer? / A. Shivakanth Shetty, Kerena Anand, Manohar Kapse, Rukmani Singaram, Nandakishore S. London : SAGE Publications: SAGE Business Cases Originals, 2024. 1 online resource. text txt rdacontent computer c rdamedia online resource cr rdacarrier SAGE business cases Ms. Kangana Ranaut, a celebrity brand ambassador for LIVA, entered an unwarranted series of controversies due to her independent thinking, outspoken personality, and explicit political beliefs that dragged brands endorsed by her into troubled waters. In a highly charged and divisive socio-political environment like India, a highly opinionated and politically active brand ambassador can also significantly divide consumers who may demonstrate wrath and hatred on the brand’s social media. Brand Manager Mr. Rajeev Gopal must determine whether to continue with a popular celebrity like Ms. Kangana Ranaut or jettison her from the LIVA brand ambassadorship. Will the strong personality of Ms. Kangana Ranaut and her controversies overshadow the very ethos and principles of the LIVA brand? Should brands like LIVA develop their own personality and equity or still ride on the popularity of celebrities, who may occasionally drag brands into troubled waters? Description based on XML content. elektronické knihy fd186907 czenas electronic books eczenas Ranaut, Kangana Case studies. Product management India Cases studies Case studies. Consumer complaints Case studies. Anand, Kerena, author. Kapse, Manohar, author. Singaram, Rukmani, author. S., Nandakishore, author. SAGE business cases. SAGE Knowledge https://sk.sagepub.com/cases/ms-kangana-ranaut-brand-ambassador-or-brand-destroyer Plný text SBC EB NEPOSILAT EB