Brand personality : a research on Malaysian consumers' perception of Starbucks Coffee outlet / Bamini KPD Balakrishnan ... [et al.]

Brand personality : a research on Malaysian consumers' perception of Starbucks Coffee outlet / Bamini KPD Balakrishnan ... [et al.]

This study pertains to the use of the brand personality measurement framework as a means to investigate the pervasiveness of Starbucks, a foreign branded coffee outlet, in Malaysia. A survey was performed to obtain 261 consumer perceptions and opinions regarding the corporate branding of a foreign...

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Bibliographic Details
Main Authors: Balakrishnan, Bamini KPD, Lee, Samuel, Md.Shuaib, Azlinda Shazneem, Marmaya, Najihah Hanisah
Format: Article
Language:English
Published: Research Management Institute (RMI) 2011
Subjects:
Branding (Marketing)
Malaysia
Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Online Access:http://ir.uitm.edu.my/id/eprint/13097/
http://ir.uitm.edu.my/id/eprint/13097/1/AJ_BAMINI%20KPD%20BALAKRISHNAN%20SMRJ%2011%201.pdf

Internet

http://ir.uitm.edu.my/id/eprint/13097/
http://ir.uitm.edu.my/id/eprint/13097/1/AJ_BAMINI%20KPD%20BALAKRISHNAN%20SMRJ%2011%201.pdf

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