Do Consumers Really Understand A Company's Brand Values: The Case of Coca Cola

By

CHAPTER # 02: REVIEW OF LITERATURE1

Brand and Branding Concept2

Consumers and Brand Value3

Internal Factors4

External Factors4

Brand Value of Coca Cola7

CHAPTER # 03: METHODOLOGY11

Research Methodology11

Mixed Methodology12

Research Design13

Population and Sampling Approach15

Sample Size16

Data Collection Procedures17

Interview data collection17

Questionnaire data collection18

Data Analysis Procedures18

Validity and Reliability19

Informed Consent20

Confidentiality20

REFERENCES21

APPENDIX28

Questionnaire Survey28

CHAPTER # 02: REVIEW OF LITERATURE

In simple terms literature review is basically a text for considering the current knowledge critical points comprised of substantive findings, along with that the methodological as well as the theoretical contributions to a specific topic. In the opinion of one of the well known researcher, the main goal of literature review is to interpret the synthesis, evaluation and the summarizing the arguments, ideas and researches that are given previously given in order to make sense of the current knowledge in the specific subject area that is under investigation. The literature review offers an individual with ideas related to the methods and approach that are suitable to present as well as manage an individual's own ideas. It offers an analytical and theoretical for interpreting and analyzing the data, to refute and support an individual's arguments and conclusion. It might prevent the researchers from prior faults and error to redo the work that have already been done.

Systematic approach is required during the literature searching, for criticizing the selected papers via applying the critical appraisal tool and then synthesizing the findings. After reviewing the literature, the problem should be more specific and refined enough for further research should be study. Without literature reviewing, one person is unable to gain understanding of a topic, an individual is incapable of understanding what already been done, what was the search strategy and what key issues are.

Brand and Branding Concept

The brand is described as the impersonation established by the customers ensuing in a unique position in the eye of the customer based on supposed functional and emotional benefits (Shoemaker et.al. 2007). Alternatively, according to Post (2008), the concepts brand management and branding is strategically significant for the companies. In the study of Smith (2004), it is suggested that the brand managers are required for the management of the brand to take a brand “holistic view” that excels the service functions and marketing. Brand value and image are a significant and growing part of the branding, which serves many functions. There is a significant important of brand image and brand value for both customers and organizations. The customers recognize the “brand value” and utilise the services of the branded product on the basis of the brand image. Many studies show that the brand value and image enhance the loyalty level of the customers. By enhancing the value and image of the brand, the profit and revenue increases, in this way the brand owning companies attract more customers as compared to their competitors.

In the study, a brand is defined as the “name”, “symbol”, “term”, or “design”, or the amalgamation of them, proposed to classify the services or products of one manufacturer or cluster of ...