Brand Concept Drives Loyalty Toward Starbucks: Concept, Product, Place, and Staff in Japan

Kato Takumi ()
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Kato Takumi: Graduate School of Humanities and Social Sciences, Saitama University255 Shimo-Okubo, Sakura-ku, Saitama City, Saitama338-8570, Japan

Journal of Management and Business Administration. Central Europe, 2022, vol. 30, issue 1, 70-90

Abstract: Purpose: Design and UX are effective means of embodying value, but if marketers couple these with an ambiguous concept, the product/service loses its uniqueness. Starbucks exhibits strength in creating value based on concepts. Various studies report factors that contribute to brand loyalty, but the underlying idea remains unexplored. This study comprehensively verifies the contribution of four factors to Starbucks’ loyalty in Japan: concept, product, place, and staff.

Keywords: coffee store; brand image; brand concept; pure recall; structural equation modeling (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:jmbace:v:30:y:2022:i:1:p:70-90:n:3

DOI: 10.7206/cemj.2658-0845.70

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