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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| Format: | Article |
| Language: | English |
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Research Management Institute (RMI)
2011
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| 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 |
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uitm-13097 |
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| recordtype |
eprints |
| spelling |
uitm-130972016-06-30T06:13:36Z http://ir.uitm.edu.my/id/eprint/13097/ Brand personality : a research on Malaysian consumers' perception of Starbucks Coffee outlet / Bamini KPD Balakrishnan ... [et al.] Balakrishnan, Bamini KPD Lee, Samuel Md.Shuaib, Azlinda Shazneem Marmaya, Najihah Hanisah Branding (Marketing) Malaysia Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling 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 coffee outlet brand in Malaysia. Data was collected through the use of questionnaires from respondents in various cities throughout Malaysia using purposive and convenience sampling methods. Statistical analysis, including factor and reliability analysis, has been applied in order to statistically validate the findings ofthis research. The results of the analysis indicate that consumers identify Starbuck's to be distinctive and a confident brand. Research Management Institute (RMI) 2011 Article PeerReviewed text en http://ir.uitm.edu.my/id/eprint/13097/1/AJ_BAMINI%20KPD%20BALAKRISHNAN%20SMRJ%2011%201.pdf Balakrishnan, Bamini KPD and Lee, Samuel and Md.Shuaib, Azlinda Shazneem and Marmaya, Najihah Hanisah (2011) Brand personality : a research on Malaysian consumers' perception of Starbucks Coffee outlet / Bamini KPD Balakrishnan ... [et al.]. Social and Management Research Journal, 8 (2). pp. 29-36. ISSN 1675-7017 |
| repository_type |
Digital Repository |
| institution_category |
Local University |
| institution |
Universiti Teknologi MARA |
| building |
UiTM Institutional Repository |
| collection |
Online Access |
| language |
English |
| topic |
Branding (Marketing) Malaysia Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling |
| spellingShingle |
Branding (Marketing) Malaysia Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Balakrishnan, Bamini KPD Lee, Samuel Md.Shuaib, Azlinda Shazneem Marmaya, Najihah Hanisah Brand personality : a research on Malaysian consumers' perception of Starbucks Coffee outlet / Bamini KPD Balakrishnan ... [et al.] |
| description |
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 coffee outlet brand in Malaysia. Data was collected through the use of questionnaires from respondents in various cities throughout Malaysia using purposive and convenience sampling methods. Statistical analysis, including factor and reliability analysis, has been applied in order to statistically validate the findings ofthis research. The results of the analysis indicate that consumers identify Starbuck's to be
distinctive and a confident brand. |
| format |
Article |
| author |
Balakrishnan, Bamini KPD Lee, Samuel Md.Shuaib, Azlinda Shazneem Marmaya, Najihah Hanisah |
| author_facet |
Balakrishnan, Bamini KPD Lee, Samuel Md.Shuaib, Azlinda Shazneem Marmaya, Najihah Hanisah |
| author_sort |
Balakrishnan, Bamini KPD |
| title |
Brand personality : a research on Malaysian consumers' perception of Starbucks Coffee outlet / Bamini KPD Balakrishnan ... [et al.] |
| title_short |
Brand personality : a research on Malaysian consumers' perception of Starbucks Coffee outlet / Bamini KPD Balakrishnan ... [et al.] |
| title_full |
Brand personality : a research on Malaysian consumers' perception of Starbucks Coffee outlet / Bamini KPD Balakrishnan ... [et al.] |
| title_fullStr |
Brand personality : a research on Malaysian consumers' perception of Starbucks Coffee outlet / Bamini KPD Balakrishnan ... [et al.] |
| title_full_unstemmed |
Brand personality : a research on Malaysian consumers' perception of Starbucks Coffee outlet / Bamini KPD Balakrishnan ... [et al.] |
| title_sort |
brand personality : a research on malaysian consumers' perception of starbucks coffee outlet / bamini kpd balakrishnan ... [et al.] |
| publisher |
Research Management Institute (RMI) |
| publishDate |
2011 |
| url |
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 |
| first_indexed |
2023-09-18T22:49:51Z |
| last_indexed |
2023-09-18T22:49:51Z |
| _version_ |
1777417471369674752 |