스타벅스 굿즈 마케팅이 브랜드자산에 미치는 영향연구

Abstract

In this study investigated effect of brand equity how to consumer apply to Goods marketing mix activity in Starbucks coffee speciality store and put purpose to know marketing activity in order to improve brand equity of Starbucks Goods marketing mix activity. Which had of speciality store and suggest improved marketing mix activity. This study planed for area such as product area, price area, access area, promotion area of Goods marketing mix activity concretely for purpose and brand equity of consumer’s mind the followings are results and suggestions of this Study. First this study mentioned the Goods marketing activities of Starbucks have been shown to have a more positive impact on brand awareness among consuners compated to their perception of other coffee brand. Second, it has been analyzed that Srarbuck’s consistent Goods marketing has a positive impact on the brand image. Third, it has been observed that through its merchandise activities, Starbucks enhances brand recognition, differentiation from other brands, and indirectly fosters brand loyalty.