Search Results (25)

In the context of digital transformation, examining the differences in commercial site selection and the factors influencing these decisions holds significant practical value for understanding market adaptation strategies across varying business models and predicting future industry trends. This study divides the research area into 100 m × 100 m grids and employs a random forest model and related interpretability methods to conduct an empirical analysis of the site selection and influencing factors of Luckin Coffee and Starbucks stores in Shanghai. By integrating the prediction results with existing planning documents, this study achieves a coupling between urban spatial structure and location strategies. The findings indicate the following: (1) The random forest model demonstrates high accuracy in predicting new retail store locations, with an accuracy rate of 90.0% for Luckin Coffee and 92.2% for Starbucks. (2) The influence of traditional factors on the expansion of new retail coffee stores is declining, while Luckin Coffee’s layout demonstrates a stronger reliance on urban functional zones. (3) Relative suitability is derived by calculating the difference between the predicted probability values and the normalized kernel density values. In the central activity areas of the city, the relationship between site selection probability and suitability exhibits an inverse correlation, with Starbucks generally showing higher relative suitability overall. (4) Suitable areas for both brands’ site selections are spatially contiguous and integrated within the urban fabric, which suggests significant growth potential for both brands in the main urban areas. This study not only focuses on commercial optimization but also offers theoretical and methodological insights by exploring how different retail models interact with urban spatial structures, thereby contributing to the fields of retail geography and spatial governance. Full article

The increasing avoidance of international fast-food chains is a widespread phenomenon influenced by economic, social, and political factors. This study examines the risks and implications of restaurant boycotts, focusing on their role in social justice movements and economic shifts. The authors employed the qualitative approach; using an exploratory case study and a critical discourse analysis, we investigated consumer motivations for avoidance, the financial and reputational risks businesses face, and how corporate responses shape brand perception. By integrating political consumerism and social justice theory, we provide a comprehensive framework for understanding the psychological, ethical, and economic drivers of boycotts. The findings highlight that boycott behavior significantly impacted declining sales and profits for McDonald’s and Starbucks and forced the closure of outlets, as well as leading to the loss of consumer trust and long-term brand loyalty. Thus, it forced companies to create strategies for protecting their reputation. Consumer activism, which draws from social justice and ethical consumerism, demonstrates its capability to affect corporate policy choices and business practices in sensitive political situations to fight injustices. This research offers valuable insights for business leaders navigating consumer activism, emphasizing the need for proactive corporate responsibility strategies to mitigate the risks of reputational damage and declining consumer trust. Full article

Despite the prevalence of digital food marketing to teenagers and its potential impact on food preferences and consumption, little is known about the specific food advertisements teenagers see in Canada and how they perceive them. Further, few studies consult teenagers directly about their perceptions of teen-specific food marketing content. To shed light on such issues, this study examines perceptions of food marketing and self-reported media use of Canadian teenagers via an online survey. Four hundred and sixty-four teenagers (ages 13–17) participated. Overall, teenagers identified Instagram and TikTok as the most popular social media platforms. The top food or beverage brands that teens felt specifically targeted them were McDonald’s, Starbucks, Coca-Cola and Tim Hortons, while Instagram was deemed the most important media platform when it comes to teen-targeted food marketing. Teens deemed “celebrity” and “visual style” as the most important (food and beverage) advertising techniques when it comes to persuading teenagers to buy. Overall, the study provides insights into teen media use and brand preference, including the brands teens feel target them most directly and what they consider to be salient in terms of the food advertising they see. It also provides valuable details for researchers seeking to further identify and measure elements of teen-targeted food marketing. Full article

This study examined eco-friendly practices (EFPs), green image, and brand attachment to identify antecedents that affect coffee shop consumers’ brand advocacy and brand loyalty, targeting Generation Z, who are emerging as the primary agents of eco-friendly consumption. In particular, we applied only the tangible EFPs that consumers can observe to identify a clear relationship between perceptions of EFPs and consumer behavior. This is the most significant difference from previous studies. In this study, 287 people who responded that they had visited Starbucks, which was selected as the coffee shop brand to be investigated through a pilot test, were used as a sample. As a result of the verification, EFPs demonstrated a positive influence on green image and brand attachment, and green image appeared to have a positive effect on brand attachment. Brand attachment was confirmed to be an antecedent that strengthens brand advocacy and brand loyalty. This study contributes to the literature on environmental friendliness in the hospitality industry and can be used to establish sustainable, eco-friendly marketing strategies in the food service business. Full article

Despite significant coffee shops’ efforts to promote sustainable practices, customers’ actual CSR engagement in the coffee shop industry is still low. This is because CSR practices in the hospitality industry often require customer engagement, which can sometimes be inconvenient for customers, and some customers may even be skeptical about green practices themselves. Thus, this study examines the effect of brand lovemark on three customer behavioral outcomes (i.e., green brand loyalty, willingness to pay a deposit, and machine use intention) in coffee shops’ CSR practices. We used a scenario-based experimental design on CSR practices in two coffee shop brands (i.e., Starbucks and Dunkin’). The study demonstrates that consumers with a high brand lovemark act more positively toward coffee shop CSR practices than customers with a low brand lovemark. In addition, the interactions between brand lovemark and gender appear to be important in all three behavioral outcomes. Specifically, it confirms that men and women show different levels of behavior outcomes depending on their level of brand lovemark. Theoretical and managerial implications are also suggested with the direction for future study. Full article

Over the past four decades, people around the globe have experienced unprecedented escalations in the frequency, intensity, magnitude, and location of anomalous hydrometeorological (hydromet) hazards attributed in large measure to the direct and indirect effects of global climate-change-related variability and extremes. The WMO, impelled by an unabated warming of the global climate system and its related extremely anomalous hydromet impacts, chose in March 2022 “Early Warning, Early Action” (EWEA) as the theme for its World Meteorology Day. The theme was praised in a press release by UN Secretary-General Antonio Guterres, who called for the development of a new EWEA initiative to ensure that “every person on Earth is protected by early warning systems within five years”. By mid-2022, several meetings and workshops had already been held by the WMO to forge the new initiative on its road to the UN Climate Conference of Parties (COP27) in November in Sharm El Sheikh, Egypt. COP27 provided a suitably prominent venue for launching the new USD 3.1 billion, 5-year EWEA initiative; there, Secretary-General Guterres formally tasked the WMO, in partnership with the UNDRR, to lead it. But COP27 proved to be interesting as well as illuminating in other, less publicized ways having to do with EWEA. There, what had been the working title of the new initiative was officially changed to EW4A, “Early Warning for All”. Despite the seemingly perfunctory nature of this change, the reality is that it will almost certainly have outsized impacts on the strengths, weaknesses, opportunities, and constraints (SWOC) met specifically in planning and implementing the new initiative’s “early action” strategies and tactics. It is particularly important to bear in mind that, as things now stand, various unanticipated challenges having to do with the lack of organizational experience and capacity with regard to “early action” are likely to arise with the WMO-led implementation of the new initiative. Considering the new EW4A acronym as if it was a commercial brand can, like this, be instructive in thinking about how the seemingly perfunctory name change—from EWEA to EW4A—will impact the initiative’s implementation of “early action”. Doing so can be instructive because, just as the logos of companies like Apple, Nike, or Starbucks eventually became the face of their respective products, so too have branded acronyms like NASA, IOC, WHO, and INTERPOL become the face of their governmental institutions’ or global initiatives’ respective commissions and commitments. It follows then that if “consumer” interest is to be taken seriously and is (hopefully) long-lasting, then the branding of a new product or initiative must be undertaken with great consideration before a final identifier—be it a logo, a catchphrase, or an acronym—is selected. The question in the case of the new WMO-led initiative, then, is the following: Was this issue seriously taken into consideration before EWEA was so abruptly replaced by EW4A at COP27 in Egypt in November 2022? This pointed question is especially meant to highlight how the continued use of the original EWEA acronym by way of developing regional EWEA centers under the “Early Warning for All” umbrella has the possibility of turning regional potential energy into kinetic energy which will be essential if the theoretical gains of future “early warning” (EW) forecasting science are to be effectively translated into “early action” (EA) strategies and tactics that actually, finally, protect people and property across the entirety of the earth from the impending severe impacts of our changing climate future. Thus does this paper raise valid concerns about the balance between support and funding for EW and EA. Full article

The purpose of this study was to explore college students’ purchase behaviors using a multivariate statistical model. Because many college students today have part-time jobs, they have increased opportunities to consume higher-quality brands. In Taiwan, Starbucks is regarded as a high-quality coffee brand, costing more than most local coffee brands. To clarify why such students in Taiwan are willing to pay more for Starbucks, data were collected from a sample of 402 college students. The results showed differences in purchase decisions between students majoring in different disciplines and lifestyles. The findings had theoretical and practical implications especially for the marketing strategy of the Taiwanese coffee industry. Full article

We explored the definition of food safety in the coffee service business during the 2019 coronavirus disease (COVID-19) pandemic because consumer values and decision-making may have been affected by the pandemic. The food safety dimensions are freshness, quarantine, hygiene, and healthiness. We evaluated the effects of café food safety on both the consumer intention to revisit a café and their intention to switch to other cafés. We used the Amazon Mechanical Turk system for data collection. In total, 474 individuals responded to the survey questions. We used the statistical package for the social sciences (SPSS) ver. 20.0 and the analysis of moment structure (AMOS) ver. 21.0. We subjected the definition of café food safety to confirmatory factor analysis and then used structural equations to test the research hypotheses. The four dimensions adequately defined food safety. The results indicated that food safety positively influenced the intention to revisit, although it had no significant impact on the intention to switch cafés. Our findings will assist managers because we identify the implications of food safety for the coffee service business. Full article

This study conducted to verfiy the structural causal relationship between the ESG attributes of food and beverage companies, trust, and word of mouth (WOM) as perceived by consumers visiting Jeju Island. The present study used respondents who understand ESG management and selected a representative ESG management company in the food service business (e.g., Starbucks Reusable Cup or Samdasoo Unlabeled, etc.). A survey was requested from an online survey company, and total 521 participants were selected for the data analysis. The IBM 24.0 program and AMOS 22.0 program was employed to conduct statistic analysis. Present study demonstrated as follows. First, as a result of the hypothesis testing of the relationship between the three attributes of ESG and brand trust, the environmental factor (E) and the social factor (S) have a significant positive (+) effect on brand trust. Second, hypothesis testing on the relationship between the three attributes of ESG and the influence of WOM showed that environmental factors and social factors were critical antecedents of WOM. Next, verifying the hypothesis between brand trust and WOM, brand trust had a significant positive (+) effect on WOM. By verifying the hypotheses, the current study identified a critical relationship between the ESG management attributes of food and beverage companies and customers’ brand trust and WOM. These founding showed differences in the variables that directly affect brand trust and WOM among the ESG attributes recognized by tourists in Jeju Island about Jeju-based food and beverage companies practicing ESG management. Furthermore, it was confirmed that the value formed by these food and beverage companies’ ESG management activities could directly affect consumers’ brand trust and WOM intentions. Hence, the study intends to expand the range of ESG-related academic views and suggest meaningful marketing implications for various food and beverage companies that want to practice ESG management. Full article

In today’s competitive environment, it is important to understand that consumers’ evangelical behavior depends on symbolic brand attachment. This study, drawing on social identity theory (SIT), investigates the direct relationship between brand symbolism and three characteristics of brand evangelism, namely purchase intention, positive brand referrals, and oppositional brand referrals, while also considering the mediating role of consumer brand identification (CBI) and the moderating role of generational cohorts. A total of 323 Starbucks coffee shop consumers were analyzed, and the structural equation modeling (SEM) approach was employed using Smart PLS 3.2. The findings revealed that brand symbolism is the strongest predictor of positive brand referrals, followed by purchase intention and oppositional brand referrals. CBI was a significant mediator between brand symbolism and the three aspects of brand evangelism. The results of the moderation effect of the generational cohort showed a significant relationship between brand symbolism and purchase intention. Interestingly, the generational cohort was not a significant moderator between brand symbolism and positive brand referrals and oppositional brand referrals. The study concludes with theoretical and managerial implications, as well as some suggestions for future studies. Full article

Gamification, an innovative tool for interacting with consumers that can be seen as a new trend in marketing, could enhance customer behavior, such as greater loyalty. This paper investigates the relationship between gamification, attitude, and customer behavioral intention. Using the Starbucks branded app as the tool, this study aims to identify the influencing factors of the app from a gamification perspective (achievement, challenge, rewards) on customer engagement, perceived playfulness, attitude, and behavior. The Technology Acceptance Model and Mechanics Dynamics Emotions were employed, using perceived playfulness as an intrinsic motivation of the Technology Acceptance Model. The subjects of this study were 581 customers in Taiwan who have used the Starbucks branded app. The primary data were gathered to test the hypothesis and propose a model. The findings showed that game elements have a positive influence on customer engagement and perceived playfulness. Gamification positively enhances customer engagement on the Starbucks branded app and creates joyful emotion and sustainable consumption. Thus, the game element positively affects subsequent behaviors, such as attitude and behavioral intention. Full article

In today’s increasingly competitive coffee industry, the point of running a good coffee shop is no longer to run a coffee and beverage shop simply, but to focus on the quality of service and the value that customers feel as a result. Previous studies have mainly discussed the customer satisfaction and behavioral intention of restaurants, while few studies have explored the influencing factors of customer satisfaction and behavioral intention of chain coffee shops. Given that the perceived service quality theory and DINESERV model can effectively predict customer satisfaction and behavioral intention, this study took 385 consumers in the first Starbucks Reserve flagship store in China as survey objects. SmartPLS 3.0 software was used to explore the relationship among respondents’ perceived service quality, customer perceived value, satisfaction, and behavioral intention. The results show that service quality has a partially significant positive effect on perceived value. Perceived service quality and customers’ perceived value both have significant positive effects on satisfaction. Customers’ satisfaction has a significant positive effect on their behavioral intention. These results indicate that enterprises should strengthen the emotional bond between consumers and enterprises and improve the reliability, assurance, and empathy of perceived service quality to create a better emotional resonance between consumers and the Starbucks brand to improve customer satisfaction. At the same time, it should also promote the symbolic perceived value of Chinese consumers to Starbucks to realize the sustainable development of coffee-shop operation and consumer repurchase. This study expands the research on the service quality, perceived value, and behavioral intention of coffee chain enterprises in the context of non-habitual coffee-drinking countries. Moreover, it provides case support for the operation and research of regional cultural consumption habits of international catering chain enterprises. Full article

Coffee shops are evolving into spaces that offer diverse experiences for consumers, with coffee acting as a medium. They are simple venues where people can drink coffee and enjoy and share their cultures with each other; moreover, coffee shops capture the consumers’ complex individuality and values. Considering this trend, it is worth looking at the coffee shop in connection with spatial design marketing, as a place that has endless potential to effectively express the needs of modern consumers through spatial identity and story. Accordingly, this study is focused on global coffee franchises because a single brand can control factors other than spatial design, such as coffee price, quality, brand identity, and service. This study looks at global coffee franchises from the spatial design marketing perspective, to examine the value and importance of a space as not only one of the elements of spatial design, but also as a marketing agent. To this end, spatial design marketing will be presented for Starbucks and Blue Bottle, which are the front-runners of the global coffee franchise sector. This study also explores the meaning of directional space, within the global coffee franchises, a meaning that will be transformative in the future. This study is significant in that it derived three spatial marketing characteristics and six strategies that can enhance the spatial value of coffee shops and the experiential value of consumers. This was accomplished through an approach focused on Starbucks and Blue Bottle, the most representative global coffee franchises. Moreover, the presented spatial design marketing strategies are not only applicable to coffee franchises but also to various commercial spatial design fields, and are expected to be used as a business methodology that can satisfy the needs of modern consumers and increase the unique value of their brand. Full article

Brand symbolism, which stems from the vitality of the brand and feeds self-symbolism and social symbolism, has become an increasingly important strategy for firms to enhance consumer behavior. Building on attachment theory, social identity theory, and cognitive consistency theory, and using data from 439 customers of Starbucks in Lebanon, we used an integrative model to examine how brand symbolism, perceived service quality, and Corporate Social Responsibility (CSR) skepticism jointly affect two types of Customer Citizenship Behavior (CCB): helping other customers and policing other customers. The findings revealed that brand symbolism has a significant positive impact on CCBs and is a stronger predictor of policing other customers than helping other customers in the hospitality context. Further, perceived service quality acts as a mediator between the brand symbolism and CCB dimensions. This study discovered that CSR skepticism negatively moderates the direct and indirect effects of brand symbolism on CCBs through perceived service quality. The findings contribute to the literature by examining the boundary conditions of how and under what conditions brand symbolism affects CCBs by enrolling perceived service quality as a mediator variable and CSR skepticism as a moderator variable in the brand symbolism–CCB relationship. Full article

Organizational resilience is an important means of coping with crises. This concept has received much attention within both academia and industry. However, research on the definition and measurement of organizational resilience is still in the exploratory stage. To date, studies on organizational resilience have yielded mixed conclusions, which makes it difficult to provide specific recommendations for coping with crises. This paper uses an exploratory case study approach to explore the process of organizational resilience among six highly resilient companies: Southwest Airlines, Apple, Microsoft, Starbucks, Kyocera, and Lego. We employed grounded theory to distill the main characteristics of organizational resilience, to explore and validate its structural dimensions, and to develop a measurement scale for organizational resilience. Further, we conducted reliability and validity analysis, exploratory factor analysis, and validation factor analysis on the 526 valid data collected. Results show that organizational resilience includes five dimensions: capital resilience, strategic resilience, cultural resilience, relationship resilience, and learning resilience. The measurement scale has good reliability and validity, which better reflects the notion of organizational resilience. This study bridges the gaps in the existing literature on organizational resilience and its measurement scales, and provides a foundation for future research. Full article