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...
| Main Author: | |
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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 |
| Subjects: | |
| Online Access: | https://doi.org/10.7206/cemj.2658-0845.70 |
| _version_ | 1797760813904166912 |
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| author | Kato Takumi |
| author_facet | Kato Takumi |
| author_sort | Kato Takumi |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-03-12T19:03:58Z |
| format | Article |
| id | doaj.art-24c56f28f0a449818ef881f50c4e6460 |
| institution | Directory Open Access Journal |
| issn | 2658-2430 |
| language | English |
| last_indexed | 2024-03-12T19:03:58Z |
| publishDate | 2022-03-01 |
| publisher | Emerald Publishing |
| record_format | Article |
| series | Central European Management Journal |
| spelling | doaj.art-24c56f28f0a449818ef881f50c4e64602023-08-02T06:21:27ZengEmerald PublishingCentral European Management Journal2658-24302022-03-01301709010.7206/cemj.2658-0845.70Brand Concept Drives Loyalty Toward Starbucks: Concept, Product, Place, and Staff in JapanKato Takumi0Graduate School of Humanities and Social Sciences, Saitama University255 Shimo-Okubo, Sakura-ku, Saitama City, Saitama338-8570, JapanPurpose: 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.https://doi.org/10.7206/cemj.2658-0845.70coffee storebrand imagebrand conceptpure recallstructural equation modelingm31 |
| spellingShingle | Kato Takumi Brand Concept Drives Loyalty Toward Starbucks: Concept, Product, Place, and Staff in Japan Central European Management Journal coffee store brand image brand concept pure recall structural equation modeling m31 |
| title | Brand Concept Drives Loyalty Toward Starbucks: Concept, Product, Place, and Staff in Japan |
| title_full | Brand Concept Drives Loyalty Toward Starbucks: Concept, Product, Place, and Staff in Japan |
| title_fullStr | Brand Concept Drives Loyalty Toward Starbucks: Concept, Product, Place, and Staff in Japan |
| title_full_unstemmed | Brand Concept Drives Loyalty Toward Starbucks: Concept, Product, Place, and Staff in Japan |
| title_short | Brand Concept Drives Loyalty Toward Starbucks: Concept, Product, Place, and Staff in Japan |
| title_sort | brand concept drives loyalty toward starbucks concept product place and staff in japan |
| topic | coffee store brand image brand concept pure recall structural equation modeling m31 |
| url | https://doi.org/10.7206/cemj.2658-0845.70 |
| work_keys_str_mv | AT katotakumi brandconceptdrivesloyaltytowardstarbucksconceptproductplaceandstaffinjapan |