Brand coolness in a competitive environment: An empirical study on starbucks Turkey

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dc.authorid0000-0003-0634-9601
dc.authorid0000-0001-9005-0324
dc.contributor.authorAkyüz, Ayşen
dc.contributor.authorPınarbaşı, Fatih
dc.date.accessioned2020-12-21T08:41:09Z
dc.date.available2020-12-21T08:41:09Z
dc.date.issued2020
dc.departmentİstanbul Medipol Üniversitesi, İletişim Fakültesi, Halkla İlişkiler ve Reklamcılık Bölümü
dc.departmentİstanbul Medipol Üniversitesi, İşletme ve Yönetim Bilimleri Fakültesi, İşletme Bölümü
dc.description.abstractBrand-consumer relationship is a major area of research for many years and many aspects of brand related concepts have been studied in different contexts. As being one of the fundamental brand phenomenons, brand personality has long been a question of interest among researchers. Brand coolness is a new topic in brand literature and a few studies have explored this concept empirically. In this exploratory study, the brand coolness of Starbucks, the significance levels related to frequency of coffee consumption and brand coolness’ characteristics and the relationship of brand coolness and attitude towards Starbucks Turkey are being explored. Three hundred and seven surveys, collected from university students between the dates of 17th and 20th of November, 2019, were taken into analysis. t-test and correlation analysis were conducted and findings have been indicated in the study.
dc.identifier.citationAkyüz, A. ve Pınarbaşı, F. (2020). Brand coolness in a competitive environment: An empirical study on starbucks Turkey. Contributions to Management Science içinde (341-356. ss.). Springer. https://dx.doi.org/10.1007/978-3-030-45023-6_17
dc.identifier.doi10.1007/978-3-030-45023-6_17
dc.identifier.endpage356
dc.identifier.issn1431-1941
dc.identifier.scopusqualityN/A
dc.identifier.startpage341
dc.identifier.urihttps://dx.doi.org/10.1007/978-3-030-45023-6_17
dc.identifier.urihttps://hdl.handle.net/20.500.12511/6111
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherSpringer
dc.relation.ispartofContributions to Management Scienceen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararası
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.subjectBrand Coolness
dc.subjectBrand Identity
dc.subjectBrand Personality
dc.subjectStarbucks
dc.titleBrand coolness in a competitive environment: An empirical study on starbucks Turkey
dc.typeBook Chapter

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