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What Is Tiger Wood Impact On Nike's Sales

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The studies were about Tiger Wood’s impact on Nike’s sales and how the celebrity endorsement affects the consumer’s utility during the endorsement period. For example, the statistical data demonstrated that Nike earned approximately $176 million in extra revenue during Tiger Woods’ endorsement period. Especially, Nike golf balls were sold additional 1,416,000 each month when Tiger Woods was under a Nike’s contract. This showed that the celebrity endorsements lead to the higher sales and this can become a firm’s greatest promotional strategies. However, Wood’s scandal caused negative publicity to consumers and endorsers; they began to cut ties with Tiger Woods. After the scandal, it was estimated that Nike lost their sales of approximately 136,000.

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