The Brand Reflected in the Mind of the Consumer. Conceptual Map of the Starbucks Brand

Adriana Manolica (), Elena Muntean () and Raluca-Alexandra Jelea ()
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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

Ovidius University Annals, Economic Sciences Series, 2021, vol. XXI, issue 2, 797-806

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.

Keywords: brand associations; concept maps; ZMET technique (search for similar items in EconPapers)
JEL-codes: M30 R59 Z18 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:xxi:y:2021:i:2:p:797-806

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