AUT marketing lecturer Dr Marilyn Giroux talks to Megan Whelan at Radio New Zealand about the link between sports stars making headlines for the wrong reasons and how the brands associated with them can deal with the publicity nightmares.
Her research is examining the sponsorship implications of sports stars going off the rails, some of whom choose being bad as their personal brand, while others mess up unintentionally.
In her interview with Megan she talks about what happens with sponsors and companies when there is media attention for the wrong reasons.
