Study on Branding Strategy of Online Platforms of Food Industry
Study on Branding Strategy of Online Platforms of Food Industry Abstract As a result of food and beverage marketing, both adults and children make poor dietary choices. Food and beverage companies have increased their online marketing efforts as consumers spend more time on the internet. However, no studies have compared the online marketing techniques used by food companies and the nutritional quality of the products they promote on their international websites. On 18 international corporate websites of the world's three largest fast food and beverage companies (Coca-Cola, McDonalds, Kentucky Fried Chicken), we developed a qualitative codebook to catalogue marketing themes. In addition, food categories and Nutrient Profile Index scores were used to determine the nutritional quality of the food (e.g. fried, fresh). On the basis of added sugar content, beverages were categorized. For More Details About Study on Branding Strategy of Online Platforms of Food Industry Plea...