الابتكار الإعلاني كآلية لبناء قيمة العلامة التجارية : دراسة حالة علامة كوكا كولا

Abstract EN

The study aims to highlight the contribution of advertising innovation in enhancing brand equity by knowing the impact of advertising innovation variables (innovative advertising idea, innovative design, innovative advertising personality, innovative advertising tools, innovative phrases and symbols) on the brand equity, where the research paper relied on the descriptive approach.

using an electronic questionnaire directed to 420 Coca-Cola customers, the study reached several results, the most important of which is that Coca-Cola’s advertising innovation in all its dimensions has a clear impact on the value of its brand, except for the innovative design.