Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Coca-Cola product placement strategy backfires a case of celebrity activism Subject The topic of the resource Athlete activism; Branding; Celebrity activism; Celebrity endorsement; Product placement Description An account of the resource Research methodology: A secondary research method was used to collect data for this case. The authors have made use of newspaper articles and published articles written by journalists and experts which are available in the public domain. Case overview/synopsis: Instances of celebrity activism such as athlete activism are rising. Social media has amplified the voice of celebrities and given them a personal channel to directly communicate with their fans without any media censorship. The same is true especially concerning endorsement by sports superstars, who now seem to have a mind of their own, independent of the official line of clubs, tournament organizers or sponsoring companies. This case discusses the embarrassment and financial loss faced by soft drinks giant Coca-Cola due to the public snub by football superstar Cristiano Ronaldo during an official press conference of the EURO 2020 championship. Complexity academic level: Undergraduate and postgraduate students studying marketing management and brand management courses in business management and commerce streams can use this case. This case can also be used for marketing specialization students at the undergraduate and postgraduate levels. 2023, Emerald Publishing Limited. Creator An entity primarily responsible for making the resource Saldanha A.; Aranha R. Source A related resource from which the described resource is derived CASE Journal, Vol-19, No. 5, pp. 737-745. Publisher An entity responsible for making the resource available Emerald Publishing Date A point or period of time associated with an event in the lifecycle of the resource 2023-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/TCJ-07-2021-0103" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/TCJ-07-2021-0103</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85164479975&amp;doi=10.1108%2FTCJ-07-2021-0103&amp;partnerID=40&amp;md5=42d004aebb16f5d354611200251caafb" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85164479975&amp;doi=10.1108%2fTCJ-07-2021-0103&amp;partnerID=40&amp;md5=42d004aebb16f5d354611200251caafb</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 15449106 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Saldanha A., Department of Marketing, St. Joseph's Institute of Management, Bangalore, India; Aranha R., Department of HR, School of Business and Management, CHRIST (Deemed to be University, Bangalore, India