Exhibiting Coca-Cola at universal exhibitions

Tran, Van Troi

doi:10.1080/15528014.2021.1873036

Cited by 3 publications

(2 citation statements)

References 18 publications

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“…The motives for participation in exhibitions (Lee, Kang, Lee, 2013) and visitors' experiences (Björner, Berg, 2012) were also discussed. The promotional activity of commercial entities -BIE's partners and exhibition sponsors also attracted scholars' interest (Tran, 2021). However, there were very few scientific publications devoted to marketing.…”

Section: World Exhibitions In Scientific Researchmentioning

confidence: 99%

World’s Fairs in the Service of National Branding – The State of Research, Key Elements of Exhibitors’ Presentations, Exemplification of Image-Building Activities

Gębarowski

2022

mmr

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World’s fairs (Expos) are nowadays perceived as so-called mega events, which are attended mainly to build a desired image of exhibiting countries. The article aimed at exploring literature to determine the extent to which the concept in question has been examined by researchers. Furthermore, the author’s intention was – based on experience gained during participation in the last Expo editions – to identify the main presentation components which have a bearing on image-related effects. This constitutes a practical implication of this work. Marketing activities performed during universal exhibitions were exemplified based on the exhibition activity of Poland. A literature review demonstrated that Expo did not receive a lot of researchers’ attention – especially in terms of creating the image of exhibiting countries. Therefore there is a research gap which should be closed, in particular, in the context of combining expo participants’ activity with experience marketing.

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Section: World Exhibitions In Scientific Researchmentioning

confidence: 99%

World’s Fairs in the Service of National Branding – The State of Research, Key Elements of Exhibitors’ Presentations, Exemplification of Image-Building Activities

Gębarowski

2022

mmr

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“…Actualmente las empresas de bebidas están batallando contra las multinacionales que acaparan el mercado con sus productos, llegando a tener ventas a escala mundial. Este es el caso de Coca-Cola, marca que ha ganado posicionamiento en el mercado y ha tenido que adaptarse a las nuevas formas de desarrollo de marketing digital en las redes sociales con sus campañas publicitarias (Boelsen-Robinson et al, 2016;Tran, 2021;Berceruelo et al, 2017). Este es uno de los retos para empresas como Forestea que busca alcanzar éxito empresarial y generar productos comunicativos a través de redes sociales para poder generar un posicionamiento empresarial marcado (Jumbo, 2019).…”

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Evolución del marketing digital: caso de la marca ecuatoriana Forestea

Bravo-Torres

Hinojosa-Becerra

2021

uni

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Se analizó las estrategias del marketing digital de la marca Forestea en la red social Facebook con el ob-jetivo establecer si existe una evolución en el desarrollo digital de la marca. Forestea lanzó su marca en Facebook en 2013 como una estrategia para diversificar sus consumidores. Se analizaron los productos incluyendo: composición, factores cromáticos, tipografía, mensaje, contenido y forma de difusión. Se observó la interacción de los seguidores con su página web de Facebook. Los datos obtenidos se siste-matizaron en fichas de observación. Esto permitió determinar las herramientas y recursos que Forestea ha utilizado para fortalecer su marketing digital a través de Facebook. Se contabilizó los productos publicados en la red social, los meses de enero, junio y diciembre de los años 2013 a 2018; debido a que las ventas del producto tienen un incremento del 45 % en el mercado nacional e internacional en enero. En diciembre desciende un 50 % y en junio se mantienen equilibradas. Los datos almacenados se resu-mieron en tablas por año, con un total de 24 fichas de observación durante toda la investigación. Desde 2013, el marketing digital de la marca ha evolucionado cambiando los colores la tipografía y la forma de presentar las imágenes en la red social. Pero aún necesitan afianzar la credibilidad de los seguidores y fidelizarlos a la marca.

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A Globetrotter to the Future of Marketing

Reepu

Taneja

Özen

et al. 2023

Advances in Marketing, Customer Relationship Management, and E-Services

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A novel chance to expand reach and interact with others in a virtual environment exists thanks to the metaverse, a new and developing technology. Businesses have a lot of opportunity to use the metaverse as a brand stretching, as celebrities and other people have already started to do. Before using the metaverse for marketing and branding, there are a few potential disadvantages that must be taken into account. To fully grasp the possibilities of this new technology, this study will attempt to comprehend how people and celebrities can use the metaverse as a brand stretching. Additionally, in order to comprehend the possible advantages and disadvantages of this new technology, this research will examine the consequences of employing Metaverse as a marketing and branding tool. In the end, this research will offer perceptions on how organisations and people might use Metaverse to broaden their reach and interact with others in a virtual world.

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Exhibiting Coca-Cola at universal exhibitions

Cited by 3 publications

References 18 publications

World’s Fairs in the Service of National Branding – The State of Research, Key Elements of Exhibitors’ Presentations, Exemplification of Image-Building Activities

World’s Fairs in the Service of National Branding – The State of Research, Key Elements of Exhibitors’ Presentations, Exemplification of Image-Building Activities

Evolución del marketing digital: caso de la marca ecuatoriana Forestea

A Globetrotter to the Future of Marketing

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