rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Ms. Kangana Ranaut
    sub title: brand ambassador or brand destroyer?
  name:
    name part: Shetty, A. Shivakanth
    role:
      role term: creator
    role:
      role term: author.
  name:
    name part: Anand, Kerena
    role:
      role term: author.
  name:
    name part: Kapse, Manohar
    role:
      role term: author.
  name:
    name part: Singaram, Rukmani
    role:
      role term: author.
  name:
    name part: S., Nandakishore
    role:
      role term: author.
  type of resource: text
  genre: Electronic books.
  origin info:
    place:
      place term: enk
    date issued: 2024
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: remote
    extent: 1 online resource.
  abstract: 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?
  target audience: specialized
  note: A. Shivakanth Shetty, Kerena Anand, Manohar Kapse, Rukmani Singaram, Nandakishore S.
  subject:
    geographic code: a-ii---
  subject:
    name:
      name part: Ranaut, Kangana
    genre: Case studies
  subject:
    topic: Product management
    geographic: India
    genre: Cases studies
    genre: Case studies
  subject:
    topic: Consumer complaints
    genre: Case studies
  subject:
    topic: Consommateurs
    topic: Plaintes
    genre: Études de cas
  classification: HF5415.15 .S54 2024
  classification: 658.5
  related item:
    title info:
      title: SAGE business cases
  identifier: 9781071921197
  identifier: 1071921193
  identifier: http://proxy.library.tamu.edu/login
  record info:
    record content source: SGPBL
    record creation date: 231221
    record change date: 20240923171915.4
    record identifier: in00005498452
    language of cataloging:
      language term: eng