Brand personality : a research on Malaysian consumers' perception of Starbucks Coffee outlet / Bamini KPD Balakrishnan ... [et al.]
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 c...
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Main Authors: | , , , |
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Format: | Book |
Published: |
Research Management Institute (RMI),
2011.
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Internet
Link Metadata3rd Floor Main Library
Call Number: |
A1234.567 |
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Copy 1 | Available |