M. Sharapova and the meldonium scandal: anti-crisis communications in personal branding
The article simulates and analyzes a practical case of building anti-crisis communications by tennis player Maria Sharapova in the meldonium scandal. The factors of the development of the crisis are analyzed, strategic and tactical mistakes and blunders are revealed, strategic and tactical successes...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
EDP Sciences
2021-01-01
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| Series: | SHS Web of Conferences |
| Online Access: | https://www.shs-conferences.org/articles/shsconf/pdf/2021/21/shsconf_icemt2021_04009.pdf |