Things Go Better with Nostalgia: How the Coca-Cola Company Uses Brand Storytelling to Influence Its Holiday Marketing Efforts
Things Go Better with Nostalgia: How the Coca-Cola Company Uses Brand Storytelling to Influence Its Holiday Marketing Efforts
dc.contributor.author | Weatherford, Anthony | |
dc.date.accessioned | 2020-01-07T17:37:11Z | |
dc.date.available | 2020-01-07T17:37:11Z | |
dc.date.issued | 2019-12-04 | |
dc.description.abstract | The idea of Santa Claus and Christmas go hand in hand for most people, largely because of the effective marketing of the Coca-Cola Company. Beginning in the 1930’s, the Coca-Cola Company revolutionized the idea of Santa and has continued to influence the magic of Christmas ever since. Nostalgia and brand storytelling explain Coca-Cola’s tremendous success in marketing their brand and associating it with Christmas and Santa. Results of a survey of 600 Tennessee residents highlight the success Coca-Cola has had associating their brand with Santa and cementing in consumers’ minds the connection between Coca-Cola and Christmas. A “Share a Letter with Santa” promotional campaign is proposed as a means by which Coca-Cola can new technology and media to leverage its positive brand equity with new uses of nostalgia to reinforce the associations between Coca-Cola and Santa. | en_US |
dc.identifier.uri | https://jewlscholar.mtsu.edu/handle/mtsu/6124 | |
dc.language.iso | en_US | en_US |
dc.publisher | University Honors College Middle Tennessee State University | en_US |
dc.subject | Business | en_US |
dc.subject | Coca-cola | en_US |
dc.subject | marketing | en_US |
dc.subject | advertising | en_US |
dc.subject | nostalgia | en_US |
dc.subject | brand storytelling | en_US |
dc.subject | integrated marketing communications | en_US |
dc.title | Things Go Better with Nostalgia: How the Coca-Cola Company Uses Brand Storytelling to Influence Its Holiday Marketing Efforts | en_US |
dc.type | Thesis | en_US |
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