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: | Balakrishnan, Bamini KPD (Author), Lee, Samuel (Author), Md.Shuaib, Azlinda Shazneem (Author), Marmaya, Najihah Hanisah (Author) |
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Format: | Book |
Published: |
Research Management Institute (RMI),
2011.
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Subjects: | |
Online Access: | Link Metadata |
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