Brand personality : a research on Malaysian consumers' perception of Starbucks Coffee outlet / Bamini KPD Balakrishnan ... [et al.]

Balakrishnan, Bamini KPD and Lee, Samuel and Md.Shuaib, Azlinda Shazneem and Marmaya, Najihah Hanisah (2011) Brand personality : a research on Malaysian consumers' perception of Starbucks Coffee outlet / Bamini KPD Balakrishnan ... [et al.]. Social and Management Research Journal, 8 (2). pp. 29-36. ISSN 1675-7017

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Abstract

This study pertains to the use of the brand personality measurement framework as a means to investigate the pervasiveness of Starbucks, a foreign branded coffee outlet, in Malaysia. A survey was performed to obtain 261 consumer perceptions and opinions regarding the corporate branding of a foreign coffee outlet brand in Malaysia. Data was collected through the use of questionnaires from respondents in various cities throughout Malaysia using purposive and convenience sampling methods. Statistical analysis, including factor and reliability analysis, has been applied in order to statistically validate the findings ofthis research. The results of the analysis indicate that consumers identify Starbuck's to be distinctive and a confident brand.

Item Type: Article
Creators:
CreatorsEmail
Balakrishnan, Bamini KPDbamini@ums.edu.my
Lee, SamuelUNSPECIFIED
Md.Shuaib, Azlinda ShazneemUNSPECIFIED
Marmaya, Najihah Hanisahnajihah@bdrmelaka.uitm.edu.my
Subjects: H Social Sciences > HF Commerce > Branding (Marketing)
H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting > Market surveys. Including brand choice. Brand loyalty > Malaysia
H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Divisions: Research Management Institute (RMI)
Journal or Publication Title: Social and Management Research Journal
ISSN: 1675-7017
Volume: 8
Number: 2
Page Range: pp. 29-36
Item ID: 13097
Uncontrolled Keywords: Brand personality, Starbucks, personality inventory
Last Modified: 30 Jun 2016 06:13
Depositing User: Staf Pendigitalan 1
URI: http://ir.uitm.edu.my/id/eprint/13097

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