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Livestrong Essay

275 words - 2 pages

Lance Armstrong and Livestrong Foundation: Rising again after the fall
Salman Danny Harry

Facts about Lance E. Armstrong
• American professional road racing cyclist

• Won 7 Tour de France Titles • In 1996 was diagnosed as having testicular cancer • He won the fight against cancer with 50/50 percent chance of survival • In 2012 the UCI disqualified him from all those races for doping offences, banning Armstrong from competitive cycling for life


Facts about Livestrong Foundation

• Founded in 1997 by Lance ...view middle of the document...

, McGraw-Hill/Irwin

Culture Objects Persons Context Celebrity

Endorsement Celebrity Product

Consumption Product consumer

McCracken model

Source factors

Source attribute
Credibility Attractiveness Power

Internalization Identification Compliance

Source credibility

• Expertise • Trustworthiness


Source attractiveness

• Similarity • Likability • Decorative models


Source power

• Perceived Control • Perceived Concern • Perceived Scrutiny


Source factors

• Credibility • Attractiveness • Power

• • • • • • • •

Expertise Trustworthiness Similarity Likability Decoration Control Concern Scrutiny

What types of issues with endorsers can negatively affect the brand?

How can that affect the brand?

How should Nike respond to the revelation of Armstrong's doping issue?
1. 2. 3. Stay with Armstrong and Livestrong Stay with Livestrong, drop Armstrong Drop Armstrong and Livestrong

How should Armstrong respond to the negative publicity and rebuild his reputation?

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