IDEAS home Printed from https://ideas.repec.org/a/ovi/oviste/vxxiy2021i2p797-806.html
   My bibliography  Save this article

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

    Download full text from publisher

    File URL: https://stec.univ-ovidius.ro/html/anale/RO/2021-2/Section%204/32.pdf
    Download Restriction: no
    ---><---

    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)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Xiaoran Zheng & Yuzhuo Cai, 2022. "Transforming Innovation Systems into Innovation Ecosystems: The Role of Public Policy," Sustainability, MDPI, vol. 14(12), pages 1-26, June.
    2. Elizabeth Kassab Sfeir, 2022. "Impact of interpersonal influences on Employee engagement and Psychological contract: Effects of guanxi, wasta, jeitinho, blat and pulling strings," Papers 2209.05592, arXiv.org.
    3. John Mamokhere, 2022. "Accountability, inclusivity, effectiveness, and leaving no one behind: An exploration of effective governance principles in ensuring clean water and sanitation in South African municipalities," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(10), pages 191-205, December.
    4. Mukherjee, Debmalya & Lim, Weng Marc & Kumar, Satish & Donthu, Naveen, 2022. "Guidelines for advancing theory and practice through bibliometric research," Journal of Business Research, Elsevier, vol. 148(C), pages 101-115.
    5. Tierney, Kieran D. & Oswald Karpen, Ingo & Westberg, Kate, 2022. "Brand meaning and institutional work: The light and dark sides of service employee practices," Journal of Business Research, Elsevier, vol. 151(C), pages 244-256.
    6. Divakaran, Pradeep Kumar Ponnamma & Xiong, Jie, 2022. "Eliciting brand association networks: A new method using online community data," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    7. Manyise, Timothy & Dentoni, Domenico, 2021. "Value chain partnerships and farmer entrepreneurship as balancing ecosystem services: Implications for agri-food systems resilience," Ecosystem Services, Elsevier, vol. 49(C).
    8. Hope Jensen Schau & Melissa Archpru Akaka, 2021. "From customer journeys to consumption journeys: a consumer culture approach to investigating value creation in practice-embedded consumption," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 9-22, June.
    9. Muhammad Rhies Khan & Mustaghis-Ur Rahman & Anita Laila & Ali Gohar & Sana Azhar, 2023. "Maintaining Business Ethics during COVID-19 Pandemic in Globalized World: A Comparison of Ethical Theories and Future Research Perspective," Journal of Economic Impact, Science Impact Publishers, vol. 5(1), pages 42-49.
    10. Noorliza Karia, 2022. "Antecedents and Consequences of Environmental Capability towards Sustainability and Competitiveness," Sustainability, MDPI, vol. 14(19), pages 1-16, September.
    11. Anas S. Alamoush & Dimitrios Dalaklis & Fabio Ballini & Aykut I. Ölcer, 2023. "Consolidating Port Decarbonisation Implementation: Concept, Pathways, Barriers, Solutions, and Opportunities," Sustainability, MDPI, vol. 15(19), pages 1-28, September.
    12. Saerom Wang, 2023. "A Conceptualization of Tourists’ Food Behavior from a Habit Perspective," Sustainability, MDPI, vol. 15(3), pages 1-16, February.
    13. Joanne Lawrence-Bourne & Hazel Dalton & David Perkins & Jane Farmer & Georgina Luscombe & Nelly Oelke & Nasser Bagheri, 2020. "What Is Rural Adversity, How Does It Affect Wellbeing and What Are the Implications for Action?," IJERPH, MDPI, vol. 17(19), pages 1-13, October.
    14. Lynn Buckley, 2022. "The foundations of governance: implications of entity theory for directors’ duties and corporate sustainability," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 26(1), pages 29-53, March.
    15. Jeanette A. Lawrence & Agnes E. Dodds & Ida Kaplan & Maria M. Tucci, 2023. "Recognizing Relational Interactions with Social Institutions in Refugee Children’s Experiences of Intertwining Vulnerability and Agency," IJERPH, MDPI, vol. 20(19), pages 1-12, September.
    16. Suvi Nenonen & Kaj Storbacka, 2021. "Market-shaping: navigating multiple theoretical perspectives," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 336-353, December.
    17. Mihalic, Tanja, 2020. "Conceptualising overtourism: A sustainability approach," Annals of Tourism Research, Elsevier, vol. 84(C).
    18. Michaela Hausdorf, 2024. "What You Get Is What You See—The Mutual Relationships between Images of Human Nature and Business Model Innovation," Sustainability, MDPI, vol. 16(3), pages 1-15, February.
    19. Liliana L. Bove & Thomas W. Gruen, 2023. "Lessons from the 2023 doctoral competition for conceptual articles: Identifying, nurturing, and publishing," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 1-4, June.
    20. David Crockett, 2022. "Racial Oppression and Racial Projects in Consumer Markets: A Racial Formation Theory Approach [The Ghetto Marketing Life Cycle: A Case of Underachievement]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 49(1), pages 1-24.

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ovi:oviste:v:xxi:y:2021:i:2:p:797-806. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Gheorghiu Gabriela (email available below). General contact details of provider: https://edirc.repec.org/data/feoviro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.