Arby's image repair tactics as a public relations strategy

• Autores: Josh Compton
• Localización: Public Relations Review, ISSN-e 0363-8111, Vol. 40, Nº. 1, 2014, págs. 122-124
• Idioma: inglés
• DOI: 10.1016/j.pubrev.2013.11.022
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• Resumen

  • Arby's, a fast food restaurant, made a marketing appeal based on geography in its �Journey� television campaign, arguing that its meats sliced in its restaurants were fresher than Subway's meats sliced in Iowa. Although the target of the advertisement was Subway, some Iowans felt attacked. Iowans� reactions and Arby's responses offer an instructive case of image attack and image defense in public relations.