<p><p>Abstract</p><p>Date: September 1, 2008</p><p>Course: EFO705 Master Thesis International Marketing</p><p>Tutor: Peter Dalin</p><p>Authors: Muhammad Rizwan mrn07003@student.mdh.se</p><p>Qin Xian xqn07001@student.mdh.se</p><p>Title: Study of Brand Awareness and Brand Image of Starbucks</p><p>Problem: To investigate to what extent the Swedish youths have brand awareness</p><p>about the brand of Starbucks and what kind of brand perception of</p><p>Starbucks as reflected by the brand association held in target customers’</p><p>memories (brand image).</p><p>Purpose: Carrying with the conception of brand awareness and brand image</p><p>packaged into the case of Starbucks brand, the authors aim to investigate</p><p>the degree of Starbucks’ brand awareness among the Swedish youths’</p><p>minds (brand awareness) and the perceptions of Starbucks brand as</p><p>reflected by the brand association held in target customers’ memories</p><p>(brand image).</p><p>Method: Primary data is collected through qualitative interviews with Swedish</p><p>students of Mälardalen University in vasteras. Secondary data is collected</p><p>from articles and literatures in journals and through internet.</p><p>Conceptual Model: A model of keller about Brand Image and Brand Awareness is</p><p>used as the conceptual framework of whole thesis. The relevant</p><p>theories and definitions are used during the research process.</p><p>Conclusions: After the investigation we can come to the conclusion that the focal</p><p>respondents’ acquaintance to Starbucks brand stay on the basic</p><p>level—they are able to recognize the focal brand and retrieve it when</p><p>given some type of probe as a cue. Although the general spirit</p><p>embedded into Starbucks is consistent with what the customers</p><p>comprehend, still some commitments and symbol involved into</p><p>Starbucks are ignored or misunderstood by focal respondents. The</p><p>concrete explanation is concluded underneath:</p></p>
| Identifer | oai:union.ndltd.org:UPSALLA/oai:DiVA.org:mdh-1523 |
| Date | January 2008 |
| Creators | Rizwan, Muhammad, xian, Qin |
| Publisher | Mälardalen University, School of Sustainable Development of Society and Technology, Mälardalen University, School of Sustainable Development of Society and Technology |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, text |
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