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...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Research Management Institute (RMI)
2011
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| Subjects: | |
| 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 |