Culture-specific brand extension at Starbucks China to attract and retain customers

Huang, Xu (2018) Culture-specific brand extension at Starbucks China to attract and retain customers. UNSPECIFIED thesis, UNSPECIFIED.

Text Huang Xu final corrected 3-alter.rtf - Accepted Version Restricted to Repository staff only Download (42MB)

Abstract

With the development of society, a question comes to the market researcher’s mind: why is branding important on the market? The answers come from the perception of a consumer of a particular brand, which is in direct relation to the image of the brand. Also, a positive brand image can make the decision process easier, thereby promoting a lot of primary- as well as repeat purchases. Certainly, a positive image gives confidence to the customers as they feel that the brand is sincere and clear in its vision to create the best. Nowadays, customers are not so passionate about purchasing products, but they pay much more attention on the image of brands. In case of a rapidly developing market economy, various foreign brands have appeared on the Chinese market, e.g. Adidas, Dell and Starbucks. Therefore, in this research paper, I will discuss the brand of Starbucks: how its brand image is being developed, how it succeeds and is has become the top coffee brand on the Chinese market. Of course, facing pressure from both international and domestic competitors, most companies realize that building a strong brand image is necessary to increase their competitiveness. This means that brands are becoming one of the decisive factors of a company’s development and require a considerable proportion of company resources. Consequently, improving a brand’s awareness and developing its brand management have become significant for any brand which operates on either the international or domestic market in order to increase its revenue. Based on the above explanation, the main topic of this thesis will discuss the role of brand image in attracting and retaining customers in case of Starbucks China.

Item Type:	Thesis (UNSPECIFIED)
Divisions:	Társadalomtudományi Intézet > Közgazdaságtudományi Tanszék
Depositing User:	Gergely Beregi
Date Deposited:	18 Sep 2021 06:57
Last Modified:	18 Sep 2021 06:57
URI:	http://szakdolgozat.repo.uniduna.hu/id/eprint/225

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