The relationship as a strategy for strengthening corporate reputation: the case coca-cola zero
DOI:
https://doi.org/10.11606/issn.1984-5057.v5i1p32-49Keywords:
corporate reputation, relationships, communication, coca-cola zeroAbstract
The purpose of this paper is to discuss the concept of corporate reputation as a byproduct of organizational behavior and the quality of the relationship between the organization and its publics, according to Grunig and Kim (2011). The paper presents the strategy of customizing the label of Coca-Cola Zero as a way to strengthen the relationship with its audiences from a poll on Facebook, social media whose main platform is the relationship. The data demonstrate a strong interaction of the public with the brand, making custom packaging an object of desire.Downloads
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Published
2013-06-21
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ARTICLES
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Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons BY-NC-SA License.
How to Cite
The relationship as a strategy for strengthening corporate reputation: the case coca-cola zero. Signos do Consumo, [S. l.], v. 5, n. 1, p. 32–49, 2013. DOI: 10.11606/issn.1984-5057.v5i1p32-49. Disponível em: https://revistas.usp.br/signosdoconsumo/article/view/70463.. Acesso em: 16 jul. 2024.