Understanding the Impact of the Visual Aspect of Coca-Cola China Has on Chinese in the Chinese Market and the Influences on Their Intention Behavior

DOI

10.2991/assehr.k.211209.338How to use a DOI?

Keywords

Brand Element; Customer purchasing intention; Coca Cola China; Packaging; Color red

Abstract

Coca-Cola won the place for itself in the Chinese market as a global brand. Its successful marketing strategy led to the brand being successful in China worth researching and learning. The purpose of this study is to explore how Chinese purchasing intentions are influenced by the Chinese elements (packaging and color) of Coke. A case study including SWOT analysis will be presented in the following part. It could be concluded that the global brand with Chinese visual elements will stimulate the Chinese purchase intention and then leading to a growing market share.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Yijin Zhao
AU  - Jingzhi Xu
PY  - 2021
DA  - 2021/12/15
TI  - Understanding the Impact of the Visual Aspect of Coca-Cola China Has on Chinese in the Chinese Market and the Influences on Their Intention Behavior
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 2064
EP  - 2069
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.338
DO  - 10.2991/assehr.k.211209.338
ID  - Zhao2021
ER  -