CULTURAL PROFILE OF A BRAND: STARBUCKS CASE

被引：0

作者：

Manolica, Adriana ^{[1
]}

Bahova, Marina ^{[2
]}

Roman, Teodora ^{[1
]}

Abrudan, Maria-Madela ^{[3
]}

Nistor, George-Cristian ^{[1
]}

机构：

[1] Alexandru Ioan Cuza Univ, Dept Mkt Management & Business Adm, Fac Econ & Business Adm, 22 Carol I Blvd, Iasi, Romania

[2] Alexandru Ioan Cuza Univ, Fac Econ & Business Adm, 22 Carol I Blvd, Iasi, Romania

[3] Univ Oradea, Dept Management & Mkt, Fac Econ Studies, 1 Univ St, Oradea, Romania

来源：

TRANSFORMATIONS IN BUSINESS & ECONOMICS | 2020年 / 19卷 / 2B期

关键词：

Starbucks cultural profile; USA; Russia and Romania comparison; brand perception; brand associations; CONSUMER CULTURE; PERCEPTIONS; GLOBALNESS;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Being highly interested in cultural differences among countries, the purpose of this research is to analyse Starbucks from a cultural perspective, to compare the differences of the brand perceptions in three cultural spaces: Romania, the USA and Russia. In order to reach the cultural profile of the brand, we have defined it as a sum of the following sub-constructs: brand image, brand personality, brand feelings, customer preferences, store image and user image. An online survey was conducted and the results revealed both differences and similarities between those three perspectives.

引用

页码：767 / 782

页数：16

共 50 条

[1] Brand hate: the case of Starbucks in France
Bryson, Douglas
Atwal, Glyn
[J]. BRITISH FOOD JOURNAL, 2019, 121 (01): : 172 - 182
[2] Experiential marketing, brand image and brand loyalty: a case study of Starbucks
Chang, Wen-Jung
[J]. BRITISH FOOD JOURNAL, 2021, 123 (01): : 209 - 223
[3] How the local competition defeated a global brand: The case of Starbucks
Patterson, Paul G.
Scott, Jane
Uncles, Mark D.
[J]. AUSTRALASIAN MARKETING JOURNAL, 2010, 18 (01): : 41 - 47
[4] Rational or emotional posts on Facebook brand communities - The Mexico Starbucks Case
Ponce, Luceli Karina
Cordelier, Benoit
[J]. RETOS-REVISTA DE CIENCIAS DE LA ADMINISTRACION Y ECONOMIA, 2019, 9 (17): : 107 - 123
[5] Conspicuous Consumption in Emerging Markets: The Case of Starbucks in Colombia as a Global and Sustainable Brand
Areiza-Padilla, Jose Andres
Manzi Puertas, Mario Andres
[J]. FRONTIERS IN PSYCHOLOGY, 2021, 12
[6] Antecedents and consequences of brand equity: Evidence from Starbucks coffee brand
Ren, YuXuan
Choe, Yunseon
Song, HakJun
[J]. INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT, 2023, 108
[7] From Starbucks Experience to Explore the Shaping of the Brand Image and Brand Management
Zhang Yamin
Fang Wei
[J]. PROCEEDINGS OF THE 11TH INTERNATIONAL CONFERENCE ON INNOVATION AND MANAGEMENT, VOLS I AND II, 2014, : 573 - 577
[8] Using big data analytics to study brand authenticity sentiments: The case of Starbucks on Twitter
Shirdastian, Hamid
Laroche, Michel
Richard, Marie-Odile
[J]. INTERNATIONAL JOURNAL OF INFORMATION MANAGEMENT, 2019, 48 : 291 - 307
[9] The Effect of Corporate Social Responsibility on Brand Equity and the Moderating Role of Ethical Consumerism: The Case of Starbucks
Kang, Jee-Won
Namkung, Young
[J]. JOURNAL OF HOSPITALITY & TOURISM RESEARCH, 2018, 42 (07) : 1130 - 1151
[10] Examining the Relationship between Brand Symbolism and Brand Evangelism through Consumer Brand Identification: Evidence from Starbucks Coffee Brand
Osmanova, Irada
Ozerden, Seden
Dalal, Bassam
Ibrahim, Blend
[J]. SUSTAINABILITY, 2023, 15 (02)

← 1 2 3 4 5 →