The antecedents of brand love toward starbucks in kuala lumpur

• Main Authors: Nur Aisahtul Batrisyia Mohd Kasuhairi, Nur Al Aiman Mohd Firidaus, Nur Alya Hidayah Abdullah, Nur Alya Syahirah Shazli
• Format: Undergraduate Final Project Report
• Language: English
• Published: 2022
• Online Access: http://discol.umk.edu.my/id/eprint/13983/1/H13.pdf; http://discol.umk.edu.my/id/eprint/13983/

This study uses Starbucks as a case study to look at how consumer preference and brand loyalty are impacted by coffee quality. Research is also done into the elements that influence how healthful coffee is. Convenience, price equity, flavor, and customizability are all indicators of food quality. Hygiene and nutrition disclosure were the determining aspects of food healthiness. The most prominent food quality traits were brand admiration and brand loyalty. The results demonstrated a positive correlation between wellbeing and cleanliness and nutritional openness. Brand loyalty is significantly influenced by factors including flavor, customization, fairness of price, and healthfulness. Furthermore, it was discovered that fairness in terms of taste and cost were crucial elements in determining Starbucks brand loyalty. This investigation on food quality in the context of the coffee market offered useful business-related information. The study's findings highlighted the qualities of high-quality coffee and the factors that influence them, as well as the close relationship between brand love and loyalty, brand quality, and coffee food quality. Keywords: Healthiness, price fairness, nutrition disclosure, brand love