Energizing self-esteem, social uses of the Starbucks brand Cover Image
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Energizing self-esteem, social uses of the Starbucks brand

Author(s): Paul Opricean, Razvan Enache
Subject(s): Social Sciences
Published by: Editura Universitatii LUCIAN BLAGA din Sibiu
Keywords: self-image; self-esteem; brand-image; reference groups;

Summary/Abstract: Nowadays, people choose a particular brand not just for functional characteristics and they are using brands in a symbolic way, based on their self-image. Hence the question in our minds before a purchase is actually not "What should I buy?", but "Who I want to be?" and "How I want to be seen by others?". Keeping this in mind, we have focused on the coffee industry and we have develop this study that investigates the meanings attached to the Starbucks brand and how this specific brand "energizes" the customers self-esteem. The results of research revealed an intriguing ambivalence between the good way they perceive themselves as Starbucks consumers and the not so good perception related to the other customers of the same brand.

  • Issue Year: 43/2017
  • Issue No: 1
  • Page Range: 260-268
  • Page Count: 9
  • Language: English