Consumers' Perception of Starbucks Coffee Outlet (original) (raw)
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Brand personality : a research on Malaysian consumers' perception of Starbucks Coffee outlet
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THE IMPACT OF BRAND PERSONALITY ON BRAND PREFERENCE AND LOYALTY: EMPIRICAL EVIDENCE FROM MALAYSIA
This article examines the roles of the perception of brand personality in consumers’ brand preference and loyalty. This research conducts a survey of 300 adults in Malaysia with regard to brand personality, brand preference and loyalty in investigating two foreign brand coffee outlets, Starbucks and Coffee Bean. A questionnaire was used to gather data from respondents in various cities in Malaysia using purposive and convenience sampling methods. Statistical tests including factor analysis, reliability analysis and multiple regressions were utilized. The results of the analysis revealed that there are differences in consumer’s perception on brand personality attributed to foreign coffee outlet brands. The results indicate that Starbucks is a better brand than Coffee bean. The result shows that brand personality has a strong effect and influence on brand preference and consumer loyalty. This study suggests that intangible attributes contribute to brand perceptions, consumer preference and loyalty. The research findings provide useful insights for practitioners, brand managers and academicians.
ASEAN Marketing Journal, 2015
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How Perceived Global Brands Influence Consumer Purchasing Behavior of Starbucks
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How Perceived Global Brands Influence Consumers’ Purchasing Behavior of Starbucks
Globalization offers brands the new opportunities to expand their markets beyond the national borders. It also causes fiery competition among brands in the market. Coffee store markets are one of the examples which have grown in recent years and have potential demands. The Interbrand's Best Global Brands 2006 report announces that Starbucks is ranked as the 91st among the top 100 global brands. The purpose of this study is to explore consumers' brand perceptions of Starbucks. Specifically, the study investigates the correlation of perceived global brands with consumers' purchasing intentions and the relationship between brand quality and perceived brand prestige. The model is developed based on the recent literature review. The study concludes that the perceived global branding of Starbucks associates both with the perceived brand quality and the perceived brand prestige. The perceived global branding is also associated with consumers' purchasing behavior via the perceived brand prestige and the perceived brand quality.
International Journal of Science, Technology & Management, 2021
At present, the coffee shop business continues to experience rapid development. The need for coffee changes the lifestyle of a consumer. The main objective of this research is to determine the direct and indirect effect of lifestyle variables and product attributes on purchasing decisions through brand image. This research was conducted at Keude Kupie Ulee Kareng & Gayo II in Medan City. The main target population and sample in this study were the loyal visitors at Keude Kupie Ulee Kareng & Gayo II. Where 175 respondents were selected to be the research sample. The results of the analysis show that the lifestyle and product attributes directly have a significant effect on brand image. Then, indirectly, lifestyle has an indirect effect on purchasing decisions through brand image. Product attributes have an indirect effect on purchasing decisions through brand image.
Analysis of Factors Affecting Brand Loyalty: A Case Study of Janji Jiwa Coffee
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