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 (SMRJ), 8 (2). pp. 29-36. ISSN 1675-7017

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.

Metadata

Item Type: Article
Creators:
Creators
Email / ID Num.
Balakrishnan, Bamini KPD
bamini@ums.edu.my
Lee, Samuel
UNSPECIFIED
Md.Shuaib, Azlinda Shazneem
UNSPECIFIED
Marmaya, Najihah Hanisah
najihah@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: Universiti Teknologi MARA, Shah Alam > Research Management Centre (RMC)
Journal or Publication Title: Social and Management Research Journal (SMRJ)
UiTM Journal Collections: UiTM Journal > Social and Management Research Journal (SMRJ)
ISSN: 1675-7017
Volume: 8
Number: 2
Page Range: pp. 29-36
Keywords: Brand personality, Starbucks, personality inventory
Date: 2011
URI: https://ir.uitm.edu.my/id/eprint/13097
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13097

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