Anheuser-Busch and the Anti-Transgender Boycott of Bud Light (B)
商品編號：W36313
出版日期：2024/01/25
再版日期：
商品來源：
商品主題：Marketing; Organizational Behaviour/Leadership
商品類型：Supplement
涵蓋議題：Bud Light crisis;AB InBev response;promotional campaign fallout;consumer backlash;brand value risk;conservative boycott;inclusive advertising;cultural sensitivity;crisis management;leadership challenges;brand reputation;market share loss;corporate communication;equity and inclusivity;strategic response;consumer behavior;marketing communication;diversity and inclusion;duty of care
難易度：4 - Undergraduate/MBA
內容長度：4 頁
地域：United States
產業：Retail Trade
事件年度：2023
In response to the boycott of Bud Light, Anheuser-Busch InBev SA/NV leadership attempted to placate dissatisfied consumers by reaffirming their support for conservative values and distancing the company from both the executive in charge of the promotional campaign and the transgender influencer it had partnered with. This course of action, however, not only failed to repair the company’s relationship with conservative consumers but also drew further criticism from liberal consumers who felt that the company’s response contradicted its core values of equity and inclusivity. This is the continuing B-case for product W36313.
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