Marketing, Management 

The study was conducted from March 2022 to January 2023 in the City of
Bacoor. The study was brought to know how marketing communication and brand
equity affects the consumer of Coca-Cola.
The purpose of this study was to evaluate the correlational analysis of
marketing communications and Coca-Cola brand equity in Bacoor City. The qualitative
descriptive research design was used by the researchers. Through the use of a survey
questionnaire, a total of 393 respondents of the study came from the citizens of San
Nicolas 3 Bacoor city, which only serves Coca-Cola purchasers. It is often an
experiment, trial, or study respondent or subject. It is a person who willingly engages
in human subject research after obtaining informed consent to be the research subject.
The quantitative research method is defined as a systematic analysis of phenomena
through the collection of measurable data and the application of methods based on
statistics, mathematics, or computation.
The respondents of the study are allowed to use their information, but the
researchers of the study made sure to protect the data and will only use it for the study.
The result of the study shows that marketing communications and brand equity has a
correlational relationship. It shows that Brand image is highly significant with
advertising and sales promotion and significant with electronic word of mouth. Brand
loyalty is not significant with electronic word of mouth and highly significant with
advertising and sales promotion. Brand trust is significant with electronic word of
mouth, highly significant with advertising and not significant with sales promotion. The
researcher recommended to Coca-Cola on how they can improve more of their various
marketing communication promotions such as electronic word of mouth, advertising,
and sales promotion. Lastly the research must be done to know the correlational
relationship of marketing communication and brand equity of Coca-Cola in Bacoor
City. The quantitative research is sufficient to address the study's variables'
correlational relationships 

90p.; cm. 

Includes references and appendices.

ELCANO, REMARK N.; LLEMES, DARRYL JOHN B.; LOPEZ, GRACE LEY B.;
MAGBANUA, EHLWYN IVAN N. Correlation Analysis of Marketing
Communication and Brand Equity of Coca-Cola In Bacoor City. Undergraduate
Thesis. Bachelor of Science in Business Management major in Marketing
Management. Cavite State University – Bacoor City Campus, City of Bacoor, Cavite.
January 2023. Adviser: Ms. Erika P. Tepait.