Brand personality : a research on Malaysian consumers' perception of Starbucks Coffee outlet / Bamini KPD Balakrishnan ... [et al.]

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

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...