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

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

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...