Branding Loyalty - The Coca Cola Company

Ács Nóra Ágnes (2020) Branding Loyalty - The Coca Cola Company. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

PDF ÁCS NÓRA ÁGNES LPVAXE SZAKDOLGOZAT BA 2020-21 pdf.pdf Hozzáférés joga: Csak nyilvántartásba vett egyetemi IP címekről nyitható meg Download (2MB)

Absztrakt (kivonat)

This research's largest aim is to find an answer, why we - everyday people - become loyal to a brand? What kind of influencing factors a business has to determine this? In this paper, we have the Coca-Cola Company in the center, because it is a corporation that is well-known worldwide, has been popular for more than 100 years and during all these years, it was able to maintain the interest of changing generations. I am inquisitive about people’s opinions about loyalty, especially to a brand: what do they think, how could Coca-Cola build such a huge and prosperous brand over the years, after starting as a small business like any other we know? What are the most effective marketing communication channels, that should be used when building a strong brand? For my investigation, I used both qualitative and quantitative research methods, which I incorporated into the questionnaire I prepared. Based on more than 200 responses, I managed to draw surprising and interesting conclusions.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Vendéglátás Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Turizmus-vendéglátás

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	benchmarking, brand loyalty, branding, marketing, SWOT analysis
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2021. Feb. 08. 12:53
Utolsó módosítás:	2021. Feb. 08. 12:53

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