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The Brand Reflected in the Mind of the Consumer. Conceptual Map of the Starbucks Brand

Author

Listed:
  • Adriana Manolica

    (“Alexandru Ioan Cuza†University of Iași)

  • Elena Muntean

    (“Alexandru Ioan Cuza†University of Iași)

  • Raluca-Alexandra Jelea

    (“Alexandru Ioan Cuza†University of Iași)

Abstract

This study aims to highlight the main elements associated with the Starbucks brand from several perspectives (benefits, attributes, attitudes). Through a qualitative research based on a semistructured interview that also includes questions related to the ZMET technique, it is intended to obtain a reflection of the Starbucks brand from the consumer's mind materialized in the realization of a conceptual map.

Suggested Citation

  • Adriana Manolica & Elena Muntean & Raluca-Alexandra Jelea, 2021. "The Brand Reflected in the Mind of the Consumer. Conceptual Map of the Starbucks Brand," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 797-806, December.
    • Handle: RePEc:ovi:oviste:v:xxi:y:2021:i:2:p:797-806
    as

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    File URL: https://stec.univ-ovidius.ro/html/anale/RO/2021-2/Section%204/32.pdf
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    References listed on IDEAS

    as
    1. Böger, Daniel & Kottemann, Pascal & Meißner, Martin & Decker, Reinhold, 2017. "A mechanism for aggregating association network data: An application to brand concept maps," Journal of Business Research, Elsevier, vol. 79(C), pages 90-106.
    2. Elina Jaakkola, 2020. "Designing conceptual articles: four approaches," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 18-26, June.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    brand associations; concept maps; ZMET technique;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • R59 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Regional Government Analysis - - - Other
    • Z18 - Other Special Topics - - Cultural Economics - - - Public Policy

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