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Dr. Darin White twitter  linkedin

Professor of Marketing & Sports Marketing Program Coordinator

Professor White brings you his unique academic slant on the business side of the multi-billion dollar global sports industry.

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About Face! Nike Alters Crisis Management Approach After Tiger Woods

 

 

bladeNike showed great wisdom this week when it suspended their relationship with Oscar Pistorius, the double amputee “Blade Runner” from South Africa who has been accused of murdering his girlfriend, model Reeva Steenkamp, on Valentine’s Day.  Making the decision to cut ties with a celebrity athlete is more difficult than you might think.  The Tiger Woods scandal a few years back clearly demonstrated the conundrum that companies experience.  Some companies, like Accenture completely cut ties with Tiger Woods while others like Nike remained “faithful”.  Nike chairman, Phil Knight, even went so far as to say it is “all part of the game” and referred to Wood’s “indiscretions as a minor blip”.  But since that decision Nike seems to have changed their tune --- choosing to drop both Lance Armstrong and Pistorius. So what changed?  Did Nike’s internal research discover the Tiger Wood’s decision damaged the brand?  We will probably never know.

However, recent research published in academic marketing journals demonstrates that a company’s brand image can experience significant and long-term damage when a celebrity endorser commits a highly visible moral failure. In such instances, it is critical that companies lanceact quickly and decisively when faced with this sort of advertising tsunami.

Corporations utilize celebrities because of their ability to create a “personality” for their brand. When a celebrity is repeatedly paired with a brand, his image helps shape the image of that brand in the minds of consumers. And in the most successful brand/celebrity endorsement relationships, consumers will ultimately transfer these bundles of meaning out of the products and into their own lives. 

However, research now shows that when negative meanings become part of the celebrity’s bundle of meanings, consumers will metaphorically transfer the meanings into their perception of the product as well. Thus, the negative celebrity information has the potential to not only affect how consumers feel about the celebrity, but it can also affect tigertheir feelings toward the product the celebrity is promoting. Out of psychological self-preservation, consumers will often shun the once preferred brand because they do not want the new negative bundle of meaning to transfer into their own lives.

Companies that do not quickly cut ties with morally damaged celebrities risk a significant decline in sales through the infection of their brand.  In addition long-term damage to brand image and an overall decline in brand equity are likely.

My guess? That’s precisely what Nike discovered in the months following the Tiger Wood’s decision.

 

Images courtesy of Google Images

Video courtesy of Nike

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<p><strong>R4i 3DS</strong> cards are different from R4i Gold in encrypiton part. The chips included in this <strong>R4i 3DS</strong> cards are MX23J4GC0-75H(48Pin) and 25L4001(8Pin). The hardware structure of <strong>R4i 3DS</strong> cards are almost the same as that of the R4i Gold card. R4i3DS-DS.com technical team has removed the standing out part of R4i 3DS and inserted the R4i 3DS core into a NDSi. Well, the DSi console shows no cart inserted! This means <strong>R4i 3DS</strong> card's encrypiton part is different from that of R4i Gold card. R4i 3DS cards set up method is very similar with the way to set up R4i Gold V1.4.5 card.</p> 
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<p>The <strong>R4i-SDHC V1.4.5</strong> made by r4i-sdhc.com is same size as original DSi card. It is also called Red r4i card. Red R4i card and R4i Gold card on hotsale in 2010. The before verison <strong>R4i-SDHC</strong> only support DSi V1.4. It upgraded to V1.4.1 on sep 2010. By loading latest R4i-SDHC kernel, The red <strong>R4i-SDHC V1.4.5</strong> card supports DSi V1.4.5, DS, DS Lite, DSi LL and DSi XL perfectly. New R4i SDHC 3DS card support Nintendo 3DS console</p> 
<p><span style="font-size: x-large;"><strong>R4i Gold</strong></span></p> 
<p><strong>R4i Gold</strong> card is also called R4i 3DS card or R4i3DS. It is made by famous R4i golden team - r4ids.cn. the before version is <strong>R4i Gold</strong> V1.4.1. The R4ids.cn broke Nintendo 3DS console at the first time, how ever, there are other <strong>R4i Gold</strong> cards which also support Nintendo 3DS. New R4i 3DS card - <strong>R4i Gold 3DS</strong> released on March 1st, 2011. It was successful to run games on Nintendo 3DS console. Thanks to R4i gold team, with this fantastic <strong>R4i Gold 3DS</strong> card, players can enjoy games and medias on Nintendo 3DS easily! </p> 
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<p><span style="font-size: xx-large;"><strong>R4 3DS Card</strong></span></p> 
<p><strong>R4 3DS Card</strong> team released seris <strong>R4 3DS Card</strong>, since the arrivial of Nintnedo 3DS on Feb 26th. Such as r4idsn card, r4i gold 3ds card,r4i sdhc 3ds card, r4itt 3ds card and so on. These <strong>R4 3DS Card</strong> contains the function of old r4 and r4i card, what is more, they successfully run DSi games on Nintendo 3DS console. Some of the <strong>R4 3DS Card</strong> hacked N3DS by upgrade their firmware, while others support Ninendo 3DS by released a totally new R4 3DS Card</strong>. Well, we belive, the R4 3DS card centry is coming.</p> 
<p><span style="font-size: x-large;"><strong>R4i 3DS Card</strong></span></p> 
<p><strong>R4i 3DS Card</strong> is supported with this type of memory cards. So, if you want to purchase <strong>R4i 3DS Card</strong> for your DSi or 3DS that offers best benefits to you then <strong>R4i 3DS Card</strong> is the best option for you. The R4i 3DS Card carries amazing features and promotes functionalities. The <strong>R4i 3DS Card</strong> is famous as the R4 DS Revolution for Nintendo DS due to its radical and high tech applications. You have to trace your software files to the Micro SDHC card and after that drag and drop your game, movie, Software, music or application files as well to the Micro SDHC Card.</p> 
<p><span style="font-size: x-large;"><strong>R4i Gold</strong></span></p> 
<p><strong>R4i Gold</strong> card is also called R4i 3DS card or R4i3DS. It is made by famous R4i golden team - r4ids.cn. the before version is <strong>R4i Gold</strong> V1.4.1. The R4ids.cn broke Nintendo 3DS console at the first time, how ever, there are other R4 Gold cards which also support Nintendo 3DS. New R4i 3DS card - R4i Gold 3DS released on March 1st, 2011. It was successful to run games on Nintendo 3DS console. Thanks to <strong>R4i Gold</strong> team, with this fantastic R4i gold 3DS card, players can enjoy games and medias on Nintendo 3DS easily!</p> 
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<p><strong>R4i Gold 3DS</strong> card is also called R4i 3DS card or R4i3DS. It is developed by popular R4i golden team - r4ids. cn. the older type is <strong>R4i Gold 3DS</strong> V1. 4. 1. The R4ids. cn broke Nintendo 3DS console at the first time, but, there are other <strong>R4i Gold 3DS</strong> cards clone which also supports Nintendo 3DS. New <strong>R4i Gold 3DS</strong> card - R<strong>R4i Gold 3DS</strong> presented on March 1st, 2011. It was successful to run games on Nintendo 3DS console. Thanks to R4i gold team, with this awesome <strong>R4i Gold 3DS</strong> card, players can enjoy games and medias on Nintendo 3DS easily!</p> 
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<p>R4 3DS team released seris R4 3DS card, since the arrivial of Nintnedo 3DS on Feb 26th. Such as Gateway 3DS card, r4i gold 3ds card,r4i-sdhc 3ds card, R4i 3DS card and so on. These R4 3DS card contains the function of old r4 and r4i card, what is more, they successfully run DSi and DSL games on Nintendo 3DS console. Some of the R4 3DS card hacked N3DS by upgrade their firmware, while others support Ninendo 3DS by released a totally new R4 3DS card.</p> 
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<p>R4i 3DS is supported with this type of memory cards. So, if you prefer to buy R4i 3DS Card for your DSi or 3DS that offers best features to you then R4i 3DS card is the best choice for you. The R4i 3DS Card has incredible features and promotes functionalities. The R4i 3DS Card is famous as the R4 DS Revolution for Nintendo DS due to its the radical and high technical programs. </p> 
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<p>R4i Gold 3DS card is also called R4i 3DS card or R4i3DS. It is made by famous R4i golden team - r4ids.cn. the before version is R4i gold V1.4.1. The R4ids.cn broke Nintendo 3DS console at the first time, how ever, there are other R4 Gold cards which also support Nintendo 3DS. New R4i 3DS card - R4i Gold 3DS released on March 1st, 2011. It was successful to run games on Nintendo 3DS console. Thanks to R4i gold team, with this fantastic R4i gold 3DS card, players can enjoy games and medias on Nintendo 3DS easily! </p> 
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<p>The R4i-SDHC V1.4.5 made by r4i-sdhc.com is same size as original DSi card. It is also called Red r4i card. Red R4i card and R4i Gold card on hotsale in 2010. The before verison R4i SDHC V1.4 only support DSi V1.4. It upgraded to V1.4.1 on sep 2010. By loading latest R4i-SDHC kernel, The red R4i V1.4.5 card supports DSi V1.4.5, DS, DS Lite, DSi LL and DSi XL perfectly. New R4i SDHC 3DS card support Nintendo 3DS console. </p> 
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<p>R4i-SDHC 3DS Card, is a brand new 3DS slot 1 flashcart solution from r4i-sdhc.com, same company as n3dscard.com for Nintendo 3DS console. This 3DS R4i SDHC upgrade card with update firmware - R4i-SDHC 3DS kernel can currently run DSi DS game ROMs, 3DS ROMs and 3D games are not supported on this R4i 3DS card. 3DS mark is clearly printed to differ from those forme R4i SDHC V1.4.1 series.</p> 
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<p><strong><span style="font-size: xx-large;">R4 3DS Card UK</span></strong></p> 
<p>Not another R4 Clone. This Nintendo <strong><span style="font-size: xx-large;">R4 3DS Card UK</span></strong> compatible flash card obviously supports 3DS. May also be known as 'NDSL R4'. This is another R4-III or <strong><span style="font-size: xx-large;">R4 3DS Card UK</span></strong> Upgrade, with a unique loader compared to the others. The R4i-SDHC, R4i Gold Upgrade', R4i SDHC 3DS or possibly 'R4 SDHC Upgrade' is yet another <strong><span style="font-size: xx-large;">R4 3DS Card UK</span></strong> clone. It supports the lateset version of Nintendo 3DS. The R4i-SDHC / R4i Gold is another clone or namesake of the <strong><span style="font-size: xx-large;">R4 3DS Card UK</span></strong>, it may be potentially different though. Is it Nintendo 3DS Compatible - Yes. Does it work after firmware updates - Yes. Is it the best... For all the <strong><span style="font-size: xx-large;">R4 3DS Card UK</span></strong> flash cards, I personally like R4i Gold 3DS card better.</p> 
<p><strong>R4i 3DS UK</strong></p> 
<p>R4i SDHC 3DS Card is a new released slot-1 card for Nintendo 3DS console,which was made by r4i-sdhc.com.Now the latest version of R4i SDHC has came out,the R4i SDHC 3DS RTS V5.1.0 It was designed by branded r4i-sdhc team. R4i SDHC 3DS is a totall new flashcard, which support Nintendo 3DS, DSi and DS console. Genuine R4i SDHC 3DS card contains all functions of r4i sdhc v1.4.5 card. It can run games on 3DS console. How ever, this R4i 3DS card can't support 3D games. Made by strong r4i-sdhc .com team, we belive this new R4i SDHC 3DS card wlll be popular in Nintendo world in the future.</p> 
<p><strong>R4i Gold UK</strong></p> 
<p>R4i gold 3ds flash card is made by r4ids.cn, it is called R4i 3DS or R4i Gold 3DS. R4i Gold 3DS is the third generation of r4 card, it contains all function of before version. It is said to use a new core and encrypiton. Actually, the r4i gold 3ds card is same as r4idsn 3ds card. They are 1 kind of r4 3DS card,made by same r4 3ds technical team, but two kinds of package. R4i gold 3ds card also use wood r4 3ds kernel and old r4i kernel.The Wood R4 V1.60 has released,the Wood R4 kernel can support the R4i Gold 3DS Card very well.</p> 
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<p><strong>R4i Gold 3DS UK</strong></p> card from r4ids broke Nintendo 3DS successfully, it is the first <strong>R4i Gold 3DS UK</strong> flash card to break N3DS! The new <strong>R4i Gold 3DS UK</strong> – R4ids.cn is the current top-of-the-line in SLOT-1 carts. It support s Nintendo DSi V1.4.5 firmware upgrade and 3DS V5.1.0. <strong>R4i Gold 3DS UK</strong> flash card is just an amazing little device like original cart size, R4i gold 3DS card is a complete solution with no need to purchase any additional components or deal with any messy software and truly the easiest media enhancer you have ever done</p> 
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