The Role of Public Relations on Image Management: A Case Study of Coca Cola Ethiopia
| dc.contributor.advisor | Gashaye Belew (PhD) | |
| dc.contributor.author | Keber Ayellegne | |
| dc.date.accessioned | 2024-01-01T06:04:26Z | |
| dc.date.available | 2024-01-01T06:04:26Z | |
| dc.date.issued | 2023-11 | |
| dc.description.abstract | The study focused on assessing the role of public relations in image management, with Coca Cola Ethiopia as the primary subject. Motivated by Western corporate focus in existing literature, the research aimed to provide insights into adapting public relations strategies for the local nuances of emerging markets like Ethiopia. Employing a descriptive research design and qualitative methods, the study utilized purposive sampling and snowball techniques with 52 Coca Cola public relations professionals. Data collection involved interviews and content analysis from websites and press releases. The findings highlighted challenges in adapting global strategies to local contexts, particularly concerning cultural differences, regulatory changes, and evolving consumer preferences. Coca Cola Ethiopia's image management efforts emphasized consistency, transparency, and adaptability. A key recommendation emerging from the study is to enhance cultural sensitivity in public relations strategies, tailoring them to align with local cultural nuances for more effective communication. This approach can contribute to strengthening Coca Cola Ethiopia's image management strategies, ensuring they resonate positively with diverse stakeholders in the Ethiopian market | |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/1324 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.subject | Public Relations, Coca Cola Ethiopia | |
| dc.title | The Role of Public Relations on Image Management: A Case Study of Coca Cola Ethiopia | |
| dc.type | Thesis |