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Study on Visual Identity Elements Used in the Coffee Market in the Digital Age

Author

Listed:
  • Adriana Tulbure

    (“Transilvania” University of Brasov, Faculty of Economic Sciences and Business Administration, Romania)

  • Nicoleta Andreea Neacsu

    (“Transilvania” University of Brasov, Faculty of Economic Sciences and Business Administration, Romania)

Abstract

Historical visual identity features have been used primarily in the physical environment. Its application in the virtual world has become essential due to digitalization and digital marketing development. The Romanian coffee market is characterized by several elements, such as preferences for specific varieties of coffee, consumption patterns, and coffee's cultural significance. The authors conducted quantitative marketing research to ascertain consumer perceptions, views, and attitudes regarding the visual identity components employed by businesses in the Romanian coffee market in offline and online environments. The research's findings showed that most respondents consume coffee, with a sizable portion doing so several times daily. Investing in visual identity components may make coffee brands stand out, draw in new customers and keep existing ones. The brand is significant when deciding which coffee to drink, with quality and cost also important considerations.

Suggested Citation

  • Adriana Tulbure & Nicoleta Andreea Neacsu, 2023. "Study on Visual Identity Elements Used in the Coffee Market in the Digital Age," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 829-837, August.
    • Handle: RePEc:ovi:oviste:v:xxiii:y:2023:i:1:p:829-837
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    References listed on IDEAS

    as
    1. Cho-I Park & Young Namkung, 2022. "The Effects of Instagram Marketing Activities on Customer-Based Brand Equity in the Coffee Industry," Sustainability, MDPI, vol. 14(3), pages 1-15, January.
    2. Yibei Pu & Norzaidahwati Zaidin & Yaodong Zhu, 2023. "How Do E-Brand Experience and In-Store Experience Influence the Brand Loyalty of Novel Coffee Brands in China? Exploring the Roles of Customer Satisfaction and Self–Brand Congruity," Sustainability, MDPI, vol. 15(2), pages 1-17, January.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    marketing strategies; design; packaging; coffee market; visual identity;
    All these keywords.

    JEL classification:

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

    Statistics

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