| | SLO | ENG | Cookies and privacy

Bigger font | Smaller font
First page > Show document

Show document Help

Title:Primerjava skladnosti med podobo blagovne znamke coca-cola v oglasih in pri porabnikih v sloveniji in španiji
Authors:ID Zubkov, Timotej (Author)
ID Mumel, Damijan (Mentor) More about this mentor... New window
Files:.pdf MAG_Zubkov_Timotej_2020.pdf (2,63 MB)
MD5: F61DB07991654DBCC2CE0BA11C02B1C7
PID: 20.500.12556/dkum/3788ea74-dc2b-490e-80ae-e64e669586af
 
Language:Slovenian
Work type:Master's thesis/paper
Typology:2.09 - Master's Thesis
Organization:EPF - Faculty of Business and Economics
Abstract:V raziskavi smo preverjali, ali je javna podoba blagovne znamke Coca-Cola skladna s podobo, ki jo imajo o tej znamki potencialni in dejanski porabniki njenih izdelkov, ter ugotavljali tudi mero, do katere sta podobi skladni. Raziskava služi kot študij primera. V prvem delu raziskave smo opisali nekaj večjih marketinških kampanj Coca-Cole in predstavitev blagovne znamke na dveh različnih trgih, natančneje v Sloveniji in Španiji. Pri tem smo se osredotočili na uradne spletne strani Coca-Cole in njihova uradna družbena omrežja. Namen tega je bil seznaniti se z aktualno javno podobo blagovne znamke in z morebitnimi razlikami med njeno predstavitvijo glede na različne nacionalne trge. V drugem delu raziskave smo opisali potek anketne raziskave, ki smo jo izvedli na dveh različnih vzorcih anketirancev, Slovencev in Špancev. Njihove odgovore smo med seboj primerjali, prav tako pa smo delili anketirance glede na to, ali so športno aktivni ali ne. Odgovore smo analizirali na način odprtega kodiranja kvalitativnih podatkov. Rezultate smo nato predstavili in dodali svoje ugotovitve. Rezultati raziskave so pokazali, da je podjetju The Coca-Cola Company s svojimi marketinškimi aktivnostmi, tako kampanjo kot spletnim marketingom, vsaj delno uspelo vplivati na podobo, ki jo imajo o blagovni znamki Coca-Cola njeni potencialni in dejanski porabniki, ne glede na državo, v kateri bivajo. Največ anketirancev je sicer Coca-Cola asociirala na pijačo samo, nekoliko pa tudi s pojmi in idejami, ki so sestavni del znamkine javne podobe. Prav tako velika večina anketirancev ni razmišljala o podobi Coca-Cole, ki bi imela negativno konotacijo ali bi bila popolnoma neskladna z njeno javno podobo.
Keywords:podoba blagovne znamke, marketing, asociacije, Coca-Cola
Place of publishing:Maribor
Publisher:[T. Zubkov]
Year of publishing:2020
PID:20.500.12556/DKUM-77402 New window
UDC:658.6
COBISS.SI-ID:36319747 New window
NUK URN:URN:SI:UM:DK:VNAYVJIQ
Publication date in DKUM:09.11.2020
Views:907
Downloads:111
Metadata:XML DC-XML DC-RDF
Categories:EPF
:
Copy citation
  
Average score:(0 votes)
Your score:Voting is allowed only for logged in users.
Share:Bookmark and Share



Hover the mouse pointer over a document title to show the abstract or click on the title to get all document metadata.

Licences

License:CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Link:http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:29.08.2020

Secondary language

Language:English
Title:A comparison of congruence between the brand image of coca-cola in advertisements and among consumers in slovenia and spain
Abstract:The research paper evaluated whether the public image of the Coca-Cola brand is congruent with the personal image Coca-Cola consumers have about the brand itself and its products. It also determines the scope of congruence between the two images. This research serves as case study. In the first part of the research, few large Coca-Cola marketing campaigns are described as well as the brand's presentation in two different national markets (Slovenia and Spain). The study focused on the presentation on the brand's national official websites and their official social media accounts. The purpose of this part was to acquire the knowledge of the current public image of Coca-Cola and any potential differences between the presentations of two national markets. The description of the process of the survey research which had been conducted on two different samples of participants, i.e. Slovenians and Spaniards, is provided in the next chapter. The answers were compared among each other. The participants were then divided by their athletic abilities. Open-code answers of quantitative data were used for the purpose off the analysis, the results of which were disclosed together with the findings. The results have shown that with its marketing campaigns, the Coca-Cola Company has indeed managed to at least partly influence the personal image of the Coca-Cola brand in the minds of its potential and actual consumers, regardless of the country the surveyed participants live in, though most of them did associate the Coca-Cola brand with the soft drink itself and less often with the ideas and values, which are part of the company’s public image. A large majority of participants also did not have a personal idea of Coca-Cola as a negative connotation and/or a product entirely incongruent with the brand's public image.
Keywords:brand image, marketing, associations, Coca-Cola


Comments

Leave comment

You must log in to leave a comment.

Comments (0)
0 - 0 / 0
 
There are no comments!

Back
Logos of partners University of Maribor University of Ljubljana University of Primorska University of Nova Gorica