A research on controversy marketing of Nike
Nguyen, Quan (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202301081083
https://urn.fi/URN:NBN:fi:amk-202301081083
Tiivistelmä
Nike is one of the biggest footwear manufacturers in the world. Since the beginning, controversial marketing has been used as the brand’s marketing plan. The target of the thesis is to research the controversial marketing of Nike.
The thesis uses several theoretical frameworks aligned with the target brand’s overview. The research is based on secondary data. It depicts Nike’s overall situation, which led to the decision to launch a controversial advertising campaign in 2018.
The research results illustrate how Nike successfully uses controversy as a marketing tool to boost the brand’s reputation and profitability. As a result, the conclusion identifies whether controversial marketing is effective or risky with other
companies.
The thesis uses several theoretical frameworks aligned with the target brand’s overview. The research is based on secondary data. It depicts Nike’s overall situation, which led to the decision to launch a controversial advertising campaign in 2018.
The research results illustrate how Nike successfully uses controversy as a marketing tool to boost the brand’s reputation and profitability. As a result, the conclusion identifies whether controversial marketing is effective or risky with other
companies.