Case Studies for Music as Identity

Daniel M. Jackson and David Marcus

Chapter 4 in Hit Brands, 2013, pp 43-79 from Palgrave Macmillan

Abstract: Abstract ALLOW ME TO WAX LYRICAL about a plant that has become so globally and unbelievably important that it warrants a case study all to itself. I’m talking of course about coffee, a substance that a considerable percentage of the globe would consider themselves unable to function without. Every day, approximately 2.25 billion cups of coffee are consumed around the world1 and yet most of us would be seriously challenged to even identify a coffee tree residing in its natural habitat.

Keywords: Mobile Phone; Credit Card; Coffee Berry; Brand Personality; Marketing Communication (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-27148-8_4

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DOI: 10.1057/9781137271488_4

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