Browsing Revistas by Author "Sanz Marcos, Paloma"
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La apuesta de Coca-Cola "Life" como marca icono: Una mirada desde el "branding" cultural
Sanz Marcos, Paloma; Matus, Pablo; Vergara Leyton, Enrique (Servicio Editorial de la Universidad del País Vasco/Euskal Herriko Unibertsitatearen Argitalpen Zerbitzua, 2020)In 2013, Coca-Cola Life was introduced to the Chilean market. It is a carbonated beverage whose main characteristic is the use of stevia as a sweetener, which meant that it have fewer calories and a more natural composition ...