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- Title
New Balance: Fanning a Video Firestorm.
- Authors
Poulton, Emily C.; Chanland, Dawn E.; Burson, Timothy E.; Brooks, Bradley W.
- Abstract
In November 2016, Matthew LeBretton, vice president of public affairs for New Balance (NB) athletic shoes, publicly supported Donald Trump's trade policies after a highly emotional presidential election. In expressing extreme displeasure, scores of disapproving NB customers posted videos of burning their NB shoes. NB had to decide how (or if) to respond to such angry backlash. This decision case illustrates the effects that a company representative's comments can have on the company's reputation and brand. It allows students to develop a corporate response utilizing Aakers' (1992) theories on brand equity and Coombs' (2007) framework on situational crisis communication. The case also allows students to evaluate a major political change and economic change on a company and its primary competitors.
- Subjects
UNITED States; NEW Balance Athletic Shoe Inc.; TRUMP, Donald, 1946-; TRANS-Pacific Partnership; CRISIS communication; COMMERCIAL policy
- Publication
Journal of Case Studies, 2018, Vol 36, Issue 1, p156
- ISSN
2162-3171
- Publication type
Article