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Canadians Redefining R&B: The Online Marketing Of Drake, Justin Bieber, And Jessie Reyez, Amara Pope Ms.
Canadians Redefining R&B: The Online Marketing Of Drake, Justin Bieber, And Jessie Reyez, Amara Pope Ms.
Electronic Thesis and Dissertation Repository
In a country that long failed to accept, include, and institutionalize R&B music as part of Canadian culture, musical artists Justin Bieber, Drake, and Jessie Reyez have successfully broken-down barriers by having successful careers as racially diverse Canadian R&B artists. This qualitative study surveys the literature on classifications of the R&B genre and of Canadian identities in popular media. The theoretical framework of discourse analysis is used to conduct a brief episodic history of Canadian R&B and to evaluate how the music genre “R&B,” is traditionally associated with people who have "Black" and "American" identities, and how a “Canadian” identity …
Glocalization In China: An Analysis Of Coca-Cola’S Brand Co-Creation Process With Consumers In China, Yinuo Shi
Glocalization In China: An Analysis Of Coca-Cola’S Brand Co-Creation Process With Consumers In China, Yinuo Shi
Electronic Thesis and Dissertation Repository
In contemporary marketing, corporations often work to induce consumers to participate in co-creating their brand value. Consumers, therefore, can be considered marketers, who are then used by marketing managers to create competitive advantage and market opportunities. Through processes of co-creation, companies also obtain valuable information about consumer preferences and values, which, in turn, can lower production costs. This thesis uses Coca-Cola as a case study to explore the ways international companies work to incorporate elements of Chinese culture and employ Chinese social media platforms in their promotional messages and activities in order to encourage Chinese consumers to co-create their brand …