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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