Main Article Content
Abstract
Jakarta, the capital city, is home to local coffee brands in Indonesia. As foreign coffee brands emerge in many locations, the branding strategy for local brands requires improvement. This research aims to analyze the branding strategy of local coffee brands regarding their strategy in overcoming the existence of foreign brands in Jakarta. This research used a qualitative approach with a case study method. The research data used open coding, axial coding, and selective coding, and also a reduction process, display, and data verification. The results of the research indicate that a branding strategy is used by a local coffee brand to complement and maintain the existence against foreign coffee brands by creating an impressive value that creates ‘word of mouth’ around the community, using digital media to reach wider consumers, and creating a good brand image to attract consumers.
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References
Aktaş Arnas, Y., Taş͓, I., & Gürgah Oğul, İ. (2016). The development of brand awareness in young children: How do young children recognize brands? International Journal of Consumer Studies, 40(5), 536–542. https://doi.org/10.1111/ijcs.12298
American Marketing Association. (2019, April 1). Branding archives. American Marketing Association. https://www.ama.org/topics/branding/
Arora, S., Kalro, A. D., & Sharma, D. (2015). A comprehensive framework of brand name classification. Journal of Brand Management, 22(2), 79–116. https://doi.org/10.1057/bm.2015.8
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15–27. https://doi.org/10.1002/mar.20761
Asosiasi Eksportir dan Industri Kopi Indonesia. (2018). Tabel konsumsi kopi Indonesia [Indonesian coffee consumption table] [HTML]. AEKI-AICE. https://www.aeki-aice.org/tabel-konsumsi-kopi-indonesia/
Balmford, J., Borland, R., & Yong, H.-H. (2016). Impact of the introduction of standardised packaging on smokers’ brand awareness and identification in Australia. Drug and Alcohol Review, 35(1), 102–109. https://doi.org/10.1111/dar.12331
Barnet, K., & Ferris, S. P. (2018). Brand loyalty and online brand communities: Is brand loyalty being strengthened through social media? In Information Resources Management Association (Ed.), Social media marketing: Breakthroughs in research and practice (pp. 533–544). IGI Global. https://doi.org/10.4018/978-1-5225-5637-4.ch026
Booth, N., & Matic, J. A. (2011). Mapping and leveraging influencers in social media to shape corporate brand perceptions. Corporate Communications: An International Journal, 16(3), 184–191. https://doi.org/10.1108/13563281111156853
Brooks, J. (2014). Why branding matters, and why it makes no difference. In The Money-Raising Nonprofit Brand (pp. 57–64). John Wiley & Sons, Ltd. https://doi.org/10.1002/9781118583340.ch05
Chang, W.-J. (2020). Experiential marketing, brand image and brand loyalty: A case study of Starbucks. British Food Journal, 123(1), 209–223. https://doi.org/10.1108/BFJ-01-2020-0014
Chen, P.-T., & Hu, H.-H. (2010). The effect of relational benefits on perceived value in relation to customer loyalty: An empirical study in the Australian coffee outlets industry. International Journal of Hospitality Management, 29(3), 405–412. https://doi.org/10.1016/j.ijhm.2009.09.006
Corbin, J., & Strauss, A. (2014). Basics of qualitative research: Techniques and procedures for developing grounded theory (Fourth edition). SAGE Publications, Inc.
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th edition). SAGE Publications, Inc.
Davvetas, V., & Diamantopoulos, A. (2016). How Product Category Shapes Preferences toward Global and Local Brands: A Schema Theory Perspective. Journal of International Marketing, 24(4), 61–81. https://doi.org/10.1509/jim.15.0110
Daymon, C., & Holloway, I. (2010). Qualitative research methods in public relations and marketing communications (2nd edition). Routledge.
Duman, T., Ozbal, O., & Duerod, M. (2018). The role of affective factors on brand resonance: Measuring customer‐based brand equity for the Sarajevo brand. Journal of Destination Marketing & Management, 8, 359–372. https://doi.org/10.1016/j.jdmm.2017.08.001
Edmonds, W. A., & Kennedy, T. D. (2016). An Applied Guide to Research Designs: Quantitative, Qualitative, and Mixed Methods (2nd edition). SAGE Publications, Inc.
Eriksson, P., & Kovalainen, A. (2015). Qualitative methods in business research: A practical guide to social research (2nd edition). SAGE Publications Ltd.
Erkollar, A., & Oberer, B. (2016). Multidimensional dashboards for evaluating strategic brand management processes for multi-brand companies. Procedia - Social and Behavioral Sciences, 235, 505–513. https://doi.org/10.1016/j.sbspro.2016.11.062
Flick, U. (2018). Doing triangulation and mixed methods (1st edition). SAGE Publications Ltd.
Haigh, D. (2003). An introduction to brand equity—How to understand and appreciate brand value and the economic impact of brand investment. Interactive Marketing, 5(1), 21–32. https://doi.org/10.1057/palgrave.im.4340214
Haigh, D., & Gilbert, S. (2005). Valuing not-for-profit and charity brands—Real insight or just smoke and mirrors. International Journal of Nonprofit and Voluntary Sector Marketing, 10(2), 107–119. https://doi.org/10.1002/nvsm.16
Han, H., Nguyen, H. N., Song, H., Chua, B.-L., Lee, S., & Kim, W. (2018). Drivers of brand loyalty in the chain coffee shop industry. International Journal of Hospitality Management, 72, 86–97. https://doi.org/10.1016/j.ijhm.2017.12.011
Hemsley-Brown, J., Melewar, T. C., Nguyen, B., & Wilson, E. J. (2016). Exploring brand identity, meaning, image, and reputation (BIMIR) in higher education: A special section. Journal of Business Research, 69(8), 3019–3022. https://doi.org/10.1016/j.jbusres.2016.01.016
Högström, C., Gustafsson, A., & Tronvoll, B. (2015). Strategic brand management: Archetypes for managing brands through paradoxes. Journal of Business Research, 68(2), 391–404. https://doi.org/10.1016/j.jbusres.2014.06.009
Huang, R., Lee, S. H., Kim, H., & Evans, L. (2015). The impact of brand experiences on brand resonance in multi-channel fashion retailing. Journal of Research in Interactive Marketing, 9(2), 129–147. https://doi.org/10.1108/JRIM-06-2014-0042
Idris, M. (2017, July 5). Bisnis kedai kopi digandrungi anak muda, ini pemicunya [The coffee shop business is loved by young people, this is the trigger]. detikFinance. https://finance.detik.com/berita-ekonomi-bisnis/d-3548439/bisnis-kedai-kopi-digandrungi-anak-muda-ini-pemicunya
Ismail, Z., Masood, S., & Tawab, Z. M. (2012). Factors affecting consumer preference of international brands over local brands. International Proceedings of Economics Development and Research, 31, 54–59. http://www.ipedr.com/vol31/011-ICSSH%202012-S00010.pdf
Johansen, T. S. (2018). Branding/brand management. In The International Encyclopedia of Strategic Communication (pp. 1–15). John Wiley & Sons, Ltd. https://doi.org/10.1002/9781119010722.iesc0013
Johnson, M. (2016). Branding: In five and a half steps (Illustrated edition). Thames & Hudson.
Kang, J., Tang, L., & Lee, J. Y. (2015). Self-congruity and functional congruity in brand loyalty. Journal of Hospitality & Tourism Research, 39(1), 105–131. https://doi.org/10.1177/1096348012471377
Kang, J., Tang, L., Lee, J. Y., & Bosselman, R. H. (2012). Understanding customer behavior in name-brand Korean coffee shops: The role of self-congruity and functional congruity. International Journal of Hospitality Management, 31(3), 809–818. https://doi.org/10.1016/j.ijhm.2011.09.017
Kapferer, J.-N. (2008). The new strategic brand management: Creating and sustaining brand equity long term (4th edition). Kogan Page.
Karoui, S., & Khemakhem, R. (2019). Consumer ethnocentrism in developing countries. European Research on Management and Business Economics, 25(2), 63–71. https://doi.org/10.1016/j.iedeen.2019.04.002
Keller, K. L. (2003). Understanding brands, branding and brand equity. Interactive Marketing, 5(1), 7–20. https://doi.org/10.1057/palgrave.im.4340213
Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity (4th edition). Pearson.
Killian, G., & McManus, K. (2015). A marketing communications approach for the digital era: Managerial guidelines for social media integration. Business Horizons, 58(5), 539–549. https://doi.org/10.1016/j.bushor.2015.05.006
Kotler, P., & Armstrong, G. (2020). Principles of marketing (18th edition). Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing management (Fifteenth edition). Pearson Education, Inc.
Landa, R. (2005). Designing brand experience: Creating powerful integrated brand solutions (1st edition). Cengage Learning.
Lewis, G., Crispin, S., Bonney, L., Woods, M., Fei, J., Ayala, S., & Miles, M. (2014). Branding as innovation within agribusiness value chains. Journal of Research in Marketing and Entrepreneurship, 16(2), 146–162. https://doi.org/10.1108/JRME-03-2014-0005
Lindemann, J. (2010). The brand value chain. In J. Lindemann (Ed.), The economy of brands (pp. 107–124). Palgrave Macmillan UK. https://doi.org/10.1057/9780230275010_13
Mindrut, S., Manolica, A., & Roman, C. T. (2015). Building brands identity. Procedia Economics and Finance, 20, 393–403. https://doi.org/10.1016/S2212-5671(15)00088-X
Pertanianku. (2017, October 13). Saatnya Indonesia dongkrak daya saing kopi [It’s time for Indonesia to boost coffee competitiveness]. Pertanianku. https://www.pertanianku.com/saatnya-indonesia-dongkrak-daya-saing-kopi/
Pusporini, E. F. (2014, October 10). Orang Indonesia habiskan 114 cangkir kopi setahun [Indonesians drink 114 cups of coffee a year]. Tempo. https://bisnis.tempo.co/read/613323/orang-indonesia-habiskan-114-cangkir-kopi-setahun
Riaz, H. (2019). The role of social media marketing on building brand equity (An insight of fast food industry of Pakistan). New Media and Mass Communication, 83, 22–29. https://doi.org/10.7176/NMMC.vol8322-29
Rodriguez, N. M., & Ryave, A. L. (2001). Systematic self-observation: A method for researching the hidden and elusive features of everyday social life (1st edition). SAGE Publications, Inc.
Rowley, J. (2004). Online branding. Online Information Review, 28(2), 131–138. https://doi.org/10.1108/14684520410531637
Sammut-Bonnici, T. (2015). Brand and branding. In Wiley Encyclopedia of Management (pp. 1–3). John Wiley & Sons, Ltd. https://doi.org/10.1002/9781118785317.weom120161
Sasmita, J., & Mohd Suki, N. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail & Distribution Management, 43(3), 276–292. https://doi.org/10.1108/IJRDM-02-2014-0024
Shafiee, M., Gheidi, S., Khorrami, M. S., & asadollah, H. (2020). Proposing a new framework for personal brand positioning. European Research on Management and Business Economics, 26(1), 45–54. https://doi.org/10.1016/j.iedeen.2019.12.002
Slade-Brooking, C. (2016). Creating a brand identity: A guide for designers: Laurence King Publishing.
Su, J., & Tong, X. (2015). Brand personality and brand equity: Evidence from the sportswear industry. Journal of Product & Brand Management, 24(2), 124–133. https://doi.org/10.1108/JPBM-01-2014-0482
Sun, Y., Gonzalez-Jimenez, H., & Wang, S. (2021). Examining the relationships between e-WOM, consumer ethnocentrism and brand equity. Journal of Business Research, 130, 564–573. https://doi.org/10.1016/j.jbusres.2019.09.040
Tsai, S. (2005). Integrated marketing as management of holistic consumer experience. Business Horizons, 48(5), 431–441. https://doi.org/10.1016/j.bushor.2005.02.005
Tu, Y.-T., & Chang, H.-C. (2012). Corporate brand image and customer satisfaction on loyalty: An empirical study of Starbucks coffee in Taiwan. Journal of Social and Development Sciences, 3(1), 24–32. https://doi.org/10.22610/jsds.v3i1.682
Tugrul, T. O. (2018). The effects of consumer social media marketing experiences on brand affect and brand equity. In Information Resources Management Association (Ed.), Social media marketing: Breakthroughs in research and practice (pp. 477–492). IGI Global. https://doi.org/10.4018/978-1-5225-5637-4.ch023
Vilasanti da Luz, V., Mantovani, D., & Nepomuceno, M. V. (2020). Matching green messages with brand positioning to improve brand evaluation. Journal of Business Research, 119, 25–40. https://doi.org/10.1016/j.jbusres.2020.07.024
Vrontis, D., & Papasolomou, I. (2007). Brand and product building: The case of the Cyprus wine industry. Journal of Product & Brand Management, 16(3), 159–167. https://doi.org/10.1108/10610420710751537
Wheeler, A. (2017). Designing brand identity: An essential guide for the whole branding team (5th edition). Wiley.
Wood, L. (2000). Brands and brand equity: Definition and management. Management Decision, 38(9), 662–669. https://doi.org/10.1108/00251740010379100
Wu, H.-C. (2017). What drives experiential loyalty? A case study of Starbucks coffee chain in Taiwan. British Food Journal, 119(3), 468–496. https://doi.org/10.1108/BFJ-08-2016-0349
Yin, R. K. (2017). Case Study Research and Applications: Design and Methods (6th edition). SAGE Publications, Inc.
References
Aktaş Arnas, Y., Taş͓, I., & Gürgah Oğul, İ. (2016). The development of brand awareness in young children: How do young children recognize brands? International Journal of Consumer Studies, 40(5), 536–542. https://doi.org/10.1111/ijcs.12298
American Marketing Association. (2019, April 1). Branding archives. American Marketing Association. https://www.ama.org/topics/branding/
Arora, S., Kalro, A. D., & Sharma, D. (2015). A comprehensive framework of brand name classification. Journal of Brand Management, 22(2), 79–116. https://doi.org/10.1057/bm.2015.8
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15–27. https://doi.org/10.1002/mar.20761
Asosiasi Eksportir dan Industri Kopi Indonesia. (2018). Tabel konsumsi kopi Indonesia [Indonesian coffee consumption table] [HTML]. AEKI-AICE. https://www.aeki-aice.org/tabel-konsumsi-kopi-indonesia/
Balmford, J., Borland, R., & Yong, H.-H. (2016). Impact of the introduction of standardised packaging on smokers’ brand awareness and identification in Australia. Drug and Alcohol Review, 35(1), 102–109. https://doi.org/10.1111/dar.12331
Barnet, K., & Ferris, S. P. (2018). Brand loyalty and online brand communities: Is brand loyalty being strengthened through social media? In Information Resources Management Association (Ed.), Social media marketing: Breakthroughs in research and practice (pp. 533–544). IGI Global. https://doi.org/10.4018/978-1-5225-5637-4.ch026
Booth, N., & Matic, J. A. (2011). Mapping and leveraging influencers in social media to shape corporate brand perceptions. Corporate Communications: An International Journal, 16(3), 184–191. https://doi.org/10.1108/13563281111156853
Brooks, J. (2014). Why branding matters, and why it makes no difference. In The Money-Raising Nonprofit Brand (pp. 57–64). John Wiley & Sons, Ltd. https://doi.org/10.1002/9781118583340.ch05
Chang, W.-J. (2020). Experiential marketing, brand image and brand loyalty: A case study of Starbucks. British Food Journal, 123(1), 209–223. https://doi.org/10.1108/BFJ-01-2020-0014
Chen, P.-T., & Hu, H.-H. (2010). The effect of relational benefits on perceived value in relation to customer loyalty: An empirical study in the Australian coffee outlets industry. International Journal of Hospitality Management, 29(3), 405–412. https://doi.org/10.1016/j.ijhm.2009.09.006
Corbin, J., & Strauss, A. (2014). Basics of qualitative research: Techniques and procedures for developing grounded theory (Fourth edition). SAGE Publications, Inc.
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th edition). SAGE Publications, Inc.
Davvetas, V., & Diamantopoulos, A. (2016). How Product Category Shapes Preferences toward Global and Local Brands: A Schema Theory Perspective. Journal of International Marketing, 24(4), 61–81. https://doi.org/10.1509/jim.15.0110
Daymon, C., & Holloway, I. (2010). Qualitative research methods in public relations and marketing communications (2nd edition). Routledge.
Duman, T., Ozbal, O., & Duerod, M. (2018). The role of affective factors on brand resonance: Measuring customer‐based brand equity for the Sarajevo brand. Journal of Destination Marketing & Management, 8, 359–372. https://doi.org/10.1016/j.jdmm.2017.08.001
Edmonds, W. A., & Kennedy, T. D. (2016). An Applied Guide to Research Designs: Quantitative, Qualitative, and Mixed Methods (2nd edition). SAGE Publications, Inc.
Eriksson, P., & Kovalainen, A. (2015). Qualitative methods in business research: A practical guide to social research (2nd edition). SAGE Publications Ltd.
Erkollar, A., & Oberer, B. (2016). Multidimensional dashboards for evaluating strategic brand management processes for multi-brand companies. Procedia - Social and Behavioral Sciences, 235, 505–513. https://doi.org/10.1016/j.sbspro.2016.11.062
Flick, U. (2018). Doing triangulation and mixed methods (1st edition). SAGE Publications Ltd.
Haigh, D. (2003). An introduction to brand equity—How to understand and appreciate brand value and the economic impact of brand investment. Interactive Marketing, 5(1), 21–32. https://doi.org/10.1057/palgrave.im.4340214
Haigh, D., & Gilbert, S. (2005). Valuing not-for-profit and charity brands—Real insight or just smoke and mirrors. International Journal of Nonprofit and Voluntary Sector Marketing, 10(2), 107–119. https://doi.org/10.1002/nvsm.16
Han, H., Nguyen, H. N., Song, H., Chua, B.-L., Lee, S., & Kim, W. (2018). Drivers of brand loyalty in the chain coffee shop industry. International Journal of Hospitality Management, 72, 86–97. https://doi.org/10.1016/j.ijhm.2017.12.011
Hemsley-Brown, J., Melewar, T. C., Nguyen, B., & Wilson, E. J. (2016). Exploring brand identity, meaning, image, and reputation (BIMIR) in higher education: A special section. Journal of Business Research, 69(8), 3019–3022. https://doi.org/10.1016/j.jbusres.2016.01.016
Högström, C., Gustafsson, A., & Tronvoll, B. (2015). Strategic brand management: Archetypes for managing brands through paradoxes. Journal of Business Research, 68(2), 391–404. https://doi.org/10.1016/j.jbusres.2014.06.009
Huang, R., Lee, S. H., Kim, H., & Evans, L. (2015). The impact of brand experiences on brand resonance in multi-channel fashion retailing. Journal of Research in Interactive Marketing, 9(2), 129–147. https://doi.org/10.1108/JRIM-06-2014-0042
Idris, M. (2017, July 5). Bisnis kedai kopi digandrungi anak muda, ini pemicunya [The coffee shop business is loved by young people, this is the trigger]. detikFinance. https://finance.detik.com/berita-ekonomi-bisnis/d-3548439/bisnis-kedai-kopi-digandrungi-anak-muda-ini-pemicunya
Ismail, Z., Masood, S., & Tawab, Z. M. (2012). Factors affecting consumer preference of international brands over local brands. International Proceedings of Economics Development and Research, 31, 54–59. http://www.ipedr.com/vol31/011-ICSSH%202012-S00010.pdf
Johansen, T. S. (2018). Branding/brand management. In The International Encyclopedia of Strategic Communication (pp. 1–15). John Wiley & Sons, Ltd. https://doi.org/10.1002/9781119010722.iesc0013
Johnson, M. (2016). Branding: In five and a half steps (Illustrated edition). Thames & Hudson.
Kang, J., Tang, L., & Lee, J. Y. (2015). Self-congruity and functional congruity in brand loyalty. Journal of Hospitality & Tourism Research, 39(1), 105–131. https://doi.org/10.1177/1096348012471377
Kang, J., Tang, L., Lee, J. Y., & Bosselman, R. H. (2012). Understanding customer behavior in name-brand Korean coffee shops: The role of self-congruity and functional congruity. International Journal of Hospitality Management, 31(3), 809–818. https://doi.org/10.1016/j.ijhm.2011.09.017
Kapferer, J.-N. (2008). The new strategic brand management: Creating and sustaining brand equity long term (4th edition). Kogan Page.
Karoui, S., & Khemakhem, R. (2019). Consumer ethnocentrism in developing countries. European Research on Management and Business Economics, 25(2), 63–71. https://doi.org/10.1016/j.iedeen.2019.04.002
Keller, K. L. (2003). Understanding brands, branding and brand equity. Interactive Marketing, 5(1), 7–20. https://doi.org/10.1057/palgrave.im.4340213
Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity (4th edition). Pearson.
Killian, G., & McManus, K. (2015). A marketing communications approach for the digital era: Managerial guidelines for social media integration. Business Horizons, 58(5), 539–549. https://doi.org/10.1016/j.bushor.2015.05.006
Kotler, P., & Armstrong, G. (2020). Principles of marketing (18th edition). Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing management (Fifteenth edition). Pearson Education, Inc.
Landa, R. (2005). Designing brand experience: Creating powerful integrated brand solutions (1st edition). Cengage Learning.
Lewis, G., Crispin, S., Bonney, L., Woods, M., Fei, J., Ayala, S., & Miles, M. (2014). Branding as innovation within agribusiness value chains. Journal of Research in Marketing and Entrepreneurship, 16(2), 146–162. https://doi.org/10.1108/JRME-03-2014-0005
Lindemann, J. (2010). The brand value chain. In J. Lindemann (Ed.), The economy of brands (pp. 107–124). Palgrave Macmillan UK. https://doi.org/10.1057/9780230275010_13
Mindrut, S., Manolica, A., & Roman, C. T. (2015). Building brands identity. Procedia Economics and Finance, 20, 393–403. https://doi.org/10.1016/S2212-5671(15)00088-X
Pertanianku. (2017, October 13). Saatnya Indonesia dongkrak daya saing kopi [It’s time for Indonesia to boost coffee competitiveness]. Pertanianku. https://www.pertanianku.com/saatnya-indonesia-dongkrak-daya-saing-kopi/
Pusporini, E. F. (2014, October 10). Orang Indonesia habiskan 114 cangkir kopi setahun [Indonesians drink 114 cups of coffee a year]. Tempo. https://bisnis.tempo.co/read/613323/orang-indonesia-habiskan-114-cangkir-kopi-setahun
Riaz, H. (2019). The role of social media marketing on building brand equity (An insight of fast food industry of Pakistan). New Media and Mass Communication, 83, 22–29. https://doi.org/10.7176/NMMC.vol8322-29
Rodriguez, N. M., & Ryave, A. L. (2001). Systematic self-observation: A method for researching the hidden and elusive features of everyday social life (1st edition). SAGE Publications, Inc.
Rowley, J. (2004). Online branding. Online Information Review, 28(2), 131–138. https://doi.org/10.1108/14684520410531637
Sammut-Bonnici, T. (2015). Brand and branding. In Wiley Encyclopedia of Management (pp. 1–3). John Wiley & Sons, Ltd. https://doi.org/10.1002/9781118785317.weom120161
Sasmita, J., & Mohd Suki, N. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail & Distribution Management, 43(3), 276–292. https://doi.org/10.1108/IJRDM-02-2014-0024
Shafiee, M., Gheidi, S., Khorrami, M. S., & asadollah, H. (2020). Proposing a new framework for personal brand positioning. European Research on Management and Business Economics, 26(1), 45–54. https://doi.org/10.1016/j.iedeen.2019.12.002
Slade-Brooking, C. (2016). Creating a brand identity: A guide for designers: Laurence King Publishing.
Su, J., & Tong, X. (2015). Brand personality and brand equity: Evidence from the sportswear industry. Journal of Product & Brand Management, 24(2), 124–133. https://doi.org/10.1108/JPBM-01-2014-0482
Sun, Y., Gonzalez-Jimenez, H., & Wang, S. (2021). Examining the relationships between e-WOM, consumer ethnocentrism and brand equity. Journal of Business Research, 130, 564–573. https://doi.org/10.1016/j.jbusres.2019.09.040
Tsai, S. (2005). Integrated marketing as management of holistic consumer experience. Business Horizons, 48(5), 431–441. https://doi.org/10.1016/j.bushor.2005.02.005
Tu, Y.-T., & Chang, H.-C. (2012). Corporate brand image and customer satisfaction on loyalty: An empirical study of Starbucks coffee in Taiwan. Journal of Social and Development Sciences, 3(1), 24–32. https://doi.org/10.22610/jsds.v3i1.682
Tugrul, T. O. (2018). The effects of consumer social media marketing experiences on brand affect and brand equity. In Information Resources Management Association (Ed.), Social media marketing: Breakthroughs in research and practice (pp. 477–492). IGI Global. https://doi.org/10.4018/978-1-5225-5637-4.ch023
Vilasanti da Luz, V., Mantovani, D., & Nepomuceno, M. V. (2020). Matching green messages with brand positioning to improve brand evaluation. Journal of Business Research, 119, 25–40. https://doi.org/10.1016/j.jbusres.2020.07.024
Vrontis, D., & Papasolomou, I. (2007). Brand and product building: The case of the Cyprus wine industry. Journal of Product & Brand Management, 16(3), 159–167. https://doi.org/10.1108/10610420710751537
Wheeler, A. (2017). Designing brand identity: An essential guide for the whole branding team (5th edition). Wiley.
Wood, L. (2000). Brands and brand equity: Definition and management. Management Decision, 38(9), 662–669. https://doi.org/10.1108/00251740010379100
Wu, H.-C. (2017). What drives experiential loyalty? A case study of Starbucks coffee chain in Taiwan. British Food Journal, 119(3), 468–496. https://doi.org/10.1108/BFJ-08-2016-0349
Yin, R. K. (2017). Case Study Research and Applications: Design and Methods (6th edition). SAGE Publications, Inc.