Brand Concept Drives Loyalty Toward Starbucks: Concept, Product, Place, and Staff in Japan
Purpose: Design and UX are effective means of embodying value, but if marketers couple these with an ambiguous concept, the product/service loses its uniqueness. Starbucks exhibits strength in creating value based on concepts. Various studies report factors that contribute to brand loyalty, but the...
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| Format: | Article |
| Language: | English |
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Emerald Publishing
2022-03-01
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| Series: | Central European Management Journal |
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| Online Access: | https://doi.org/10.7206/cemj.2658-0845.70 |