Transformations in
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Article
CULTURAL PROFILE OF A BRAND: STARBUCKS CASE
Adriana Manolica, Marina Bahova, Teodora Roman, Maria-Madela Abrudan, George-Cristian Nistor
ABSTRACT. Being highly interested in cultural differences
among countries, the purpose of this research is to analyse Starbucks from a
cultural perspective, to compare the differences of the brand perceptions in
three cultural spaces: Romania, the USA and Russia.
In order to reach the
cultural profile of the brand, we have defined it as a sum of the following
sub-constructs: brand image, brand personality, brand feelings, customer
preferences, store image and user image.
An online survey was conducted and
the results revealed both differences and similarities between those three
perspectives.
KEYWORDS: Starbucks cultural profile, USA, Russia and Romania comparison, brand perception, brand associations.
JEL classification: D11, D16, E20, L82, M30, M31.