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Perceived Status Enhancement, Brand Loyalty and Brand Involvement

 

Marketed By :  LAP LAMBERT Academic Publishing   Sold By :  Kamal Books International  
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  • Product Description
 

A sample of 170 Starbucks brewed coffee customers from four Starbucks coffeehouses in South Florida were administered a survey to determine their perceptions of Starbucks brewed coffee as status enhancing as well as their attitudinal and behavioral brand loyalty and their brand involvement. Reliability and factor analyses confirmed the internal reliability and unitary structure of the multi-item constructs. Linear regressions revealed that customers’ perceptions of the branded product as status enhancing were positively associated with their brand involvement (R = .174, p = .023) and their attitudinal brand loyalty (R = .214, p = .005), but not with their behavioral brand loyalty (R = .091, p = .240). These results add to the theory of status consumption and may aid companies in deciding whether to use status enhancement as a marketing strategy for their brands and products.

Product Specifications
SKU :COC54370
AuthorChee Piong
LanguageEnglish
BindingPaperback
Number of Pages136
Publishing Year2014-11-25T00:00:00.000
ISBN9783659642173
Edition1 st
Book TypeSales & marketing
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-06-08 00:00:00