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Brand Concept Drives Loyalty Toward Starbucks: Concept, Product, Place, and Staff in Japan

Author

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  • Kato Takumi

    (Graduate School of Humanities and Social Sciences, Saitama University255 Shimo-Okubo, Sakura-ku, Saitama City, Saitama338-8570, Japan)

Abstract

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.

Suggested Citation

  • Kato Takumi, 2022. "Brand Concept Drives Loyalty Toward Starbucks: Concept, Product, Place, and Staff in Japan," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(1), pages 70-90, March.
    • Handle: RePEc:vrs:jmbace:v:30:y:2022:i:1:p:70-90:n:3
    DOI: 10.7206/cemj.2658-0845.70
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    References listed on IDEAS

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    More about this item

    Keywords

    coffee store; brand image; brand concept; pure recall; structural equation modeling;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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