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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 …
Promotional Ubiquitous Musics: New Identities And Emerging Markets In The Digitalizing Music Industry, Leslie Meier
Promotional Ubiquitous Musics: New Identities And Emerging Markets In The Digitalizing Music Industry, Leslie Meier
Electronic Thesis and Dissertation Repository
This dissertation examines the intensifying relationship between the digitalizing music industry and corporate brands. It analyzes the ‘crisis’ and recuperation of popular music’s commodity form in the digital era; in an increasingly post-CD music marketplace, it argues, ‘artist-brands’ tied to multiple revenue streams and licensed to brand partners constitute the foundation of music’s capitalization. Contemporaneous with key shifts in music marketing and monetization strategies, advertising firms have taken increased interest in branded entertainment strategies that employ popular music. These colliding commercial dynamics have produced a proliferation of what I term ‘promotional ubiquitous musics’: original music by recording artists used by …