Uloga kriznog komuniciranja i percepcija reputacijske štete brendu Coca-Cola. Studija slučaja navodnog trovanja 2023. godine

master's thesis

• Title (english): The role of crisis communication and perception of reputational damage to the Coca-Cola brand. A case study of alleged poisoning in 2023
• Author: Sarah Viteškić
• Mentor: Ivan Burić (mentor)
• Mentor: Davor Trbušić (sumentor)
• Committee member: Tanja Grmuša (predsjednik povjerenstva)
• Committee member: Stipan Rimac (član povjerenstva)
• Committee member: Davor Trbušić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2024-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

U studenom 2023., Coca-Colu HBC Hrvatska obilježila je krizna situacija i intenzivno izvještavanje medija o slučajevima navodnog trovanja Coca-Colinim proizvodima. Cilj ovog rada je analizirati utjecaj krize među krajnjim potrošačima u Republici Hrvatskoj te utjecaj na njihove stavove, ponašanje i doživljaj brenda Coca-Cole. U teorijskom dijelu rada obrađen je koncept kriznog i strateškog komuniciranja uz uvid u postojeće teorije i strategije te njihovu primjenu u praksi. Poseban je naglasak na kriznoj komunikaciji Coca-Cole HBC Hrvatska i njihovoj reakciji. U kontekstu kronološkog pregleda krize, šest priopćenja Coca-Cole analizirano je polazeći od Combsovog koncepta vrsta kriza, strategija i etičkih odgovora. U istraživačkom je dijelu putem anketnog upitnika na prigodnom uzorku opće populacije ispitan utjecaj krize na potrošače, a s ciljem uvida u njihovu percepciju, ponašanje i snagu brenda Coca-Cole u kontekstu spomenute krizne situacije. Rezultati istraživanja upućuju na djelomičan utjecaj krize na povjerenje potrošača. Unatoč krizi, brendovi Coca-Cole zadržali su snagu na tržištu i preferirani su odabir kod potrošača. Tijekom krize, potrošači koji su bili informiraniji i pratili razvoj krize imali su veću vjerojatnost prestanka kupnje brendova. Na prestanak kupnje brendova utjecao je i osjećaj straha od zdravstvenih tegoba, a brendovi koje je najviše ispitanika prestalo konzumirati su Coca-Cola i Romerquelle, brendovi o čijoj se mogućoj kontaminaciji najviše raspravljalo u medijima. Većina potrošača tijekom krize je prestala ili smanjila konzumaciju brendova, no nekoliko tjedana nakon krize vratila se na prethodne navike i kupnju, čime je kriza navodnog trovanja proizvodima Coca-Cole tek privremeno utjecala na percepciju potrošača.

Abstract (english)

In November 2023, Coca-Cola HBC Croatia faced a crisis with intensive media coverage of alleged poisoning cases related to Coca-Cola products. The main aim is to examine how the crisis has affected customer attitudes, behavior, and perceptions of the Coca-Cola brand in the Republic of Croatia. The idea of crisis and strategic communication is discussed in the theoretical section, offering insight into theories, tactics, and how they are applied. A particular focus is placed on crisis communication by Coca-Cola HBC Croatia and its response. Six statements from Coca-Cola are analyzed within Coombs’s framework of crisis. In the research section, the impact of the crisis on consumers is examined through a questionnaire survey on a convenient sample of the general population, aiming to gain insight into their perception, behavior, and the strength of the Coca-Cola brand. The research findings suggest that the crisis has partially influenced customer trust and behavior. Coca-Cola brands remained the preferred choice for customers and maintained their market dominance despite the crisis. Customers who followed the development of the crisis and were more educated about it were more inclined to stop buying the brands during the crisis. Fear of health problems also played a role in the decision to stop buying certain brands, and the two brands that respondents dismissed the most were Coca-Cola and Romerquelle, which were also the most talked about in the media when it came to potential contamination. Most consumers reduced or stopped buying certain brands during the crisis, however, a few weeks later, they resumed their usual spending patterns and habits, suggesting that the alleged poisoning incident only temporarily affected consumer perception.

• Keywords: kriza; krizno komuniciranje; Coca-Cola; potrošači; trovanje
• Keywords (english): crisis; crisis communication; Coca-Cola; consumers; poisoning
• Language: croatian
• URN:NBN: urn:nbn:hr:111:682983
• Study programme: Title: Communication Studies (Single Major, Science Stream); Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra komunikologije (sveučilišni/a magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-09-18 11:27:38