The Effect of Coca-Cola and Pepsi Impact on Cross-Culture Brands Communication - Blair, Thomas Chiang
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The purpose of this book is to develop a new way to view brand image communication within cross-culture. The author examines the relationship of brand communication cross-culture by looking at two global brands of soft drink and beverages: Coca-Cola and Pepsi, and how those brands use media to communicate with consumers¿ across culture.The research will be comparing within western and eastern cultures by way of mean score and standard deviation used five-point bipolar likert scales and analysis with multivariate analysis of variance (MANOVA) and analysis of covariance (ANCOVA) using SPSS 18.0.

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Produktbeschreibung
The purpose of this book is to develop a new way to view brand image communication within cross-culture. The author examines the relationship of brand communication cross-culture by looking at two global brands of soft drink and beverages: Coca-Cola and Pepsi, and how those brands use media to communicate with consumers¿ across culture.The research will be comparing within western and eastern cultures by way of mean score and standard deviation used five-point bipolar likert scales and analysis with multivariate analysis of variance (MANOVA) and analysis of covariance (ANCOVA) using SPSS 18.0.
Autorenporträt
Dr. Thomas C. Blair is an American teacher who born in Taiwan & grew up in the United States. He has dual doctor degree form National Yunlin University of Science and Technology: graduate school of design (Taiwan) and, National Cheng Kung University: Institute of Creative Industry Design (Taiwan).In this book Dr. Blair share some research, personal experience and view point of past 13 years in Asia, author hope this book can help next generation of teachers and students understand China as brand.