Peloton : brand damage from holiday advertising /

In preparation for the holiday shopping season, Peloton, a home exercise equipment manufacturer and workout streaming service, created controversy with one of its advertisements in 2019. A number of reactions accused the company of reinforcing sexist stereotypes. The aftermath included a loss of mor...

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Bibliographic Details
Main Authors:	D'Entremont, Andrew Ross (Author), Ward, Justine, active 2020 (Author)
Format:	eBook
Language:	English
Published:	London : The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame, 2020.
Series:	SAGE Business. Cases.
Subjects:	Corporations > Public relations > Case studies. Corporate image > Case studies. Advertising > Case studies. Sociétés > Relations publiques > Études de cas. Entreprises > Image > Études de cas. Advertising. Corporate image. Corporations > Public relations. Electronic books. Case studies.
Online Access:	Connect to the full text of this electronic book

Description
Summary:	In preparation for the holiday shopping season, Peloton, a home exercise equipment manufacturer and workout streaming service, created controversy with one of its advertisements in 2019. A number of reactions accused the company of reinforcing sexist stereotypes. The aftermath included a loss of more than $1 billion in market value, social media outcry, and the creation of a number of parodies mocking the Peloton commercial. The company now hopes to rebound from its financial and reputational damage, just before the holiday season.
Item Description:	Originally Published InD'Entremont, A. & Ward, J. (2020). Peloton: Brand Damage from Holiday Advertising. 20-08. Notre Dame, IN: The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame.
Physical Description:	1 online resource : illustrations.
ISBN:	9781529780628 1529780624