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 |
| Summary: | 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 underlying idea remains unexplored. This study comprehensively verifies the contribution of four factors to Starbucks’ loyalty in Japan: concept, product, place, and staff. |
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| ISSN: | 2658-2430 |