Coffee Brands Research Articles

The Impact of Brand Awareness and Positioning Appropriateness on Consumers' Purchase Intention in the Coffee Industry - A Case Study of Starbucks and Luckin Coffee

With the improvement of people's living standards and the popularization of coffee culture, coffee has gradually become one of the important choices for Chinese consumers' daily drinks. However, with the fierce competition in the coffee market, nowadays various coffee brands are emerging, and how consumers can make a choice among the dazzling coffee brands has become a matter of concern. How brands can stand out among competitors and formulate suitable marketing strategies should not be neglected. This research uses literature analysis and case study method to analyze the impact of brand awareness and positioning appropriateness on consumers' purchase intention in the coffee industry, mainly based on the examples of Starbucks and Luckin Coffee, so as to help the enterprises to better formulate their market strategies and achieve sustainable development in the highly competitive coffee market. The study finds that high brand awareness and positioning appropriateness have a positive effect on consumers' purchase intention. The positive synergy between brand awareness and positioning appropriateness has a positive effect on consumers' purchase intention.

Powering Brand Success: The Impact of Firm-Created and User-Generated Content on Equity, Attitude, and Purchase Intentions

This study aims to analyze the impact of Firm Created Content (FCC) and User Generated Content (UGC) on brand equity and purchase intention of Grab-and-Go coffee brand. In today's digital era, content generated by both companies and users plays a critical role in shaping consumer perceptions of brands. FCC refers to all content created by companies to promote their products and services, while UGC is content created by consumers that reflects their experiences with a product. This research employs a quantitative method using an online survey involving 300 respondents who are consumers of Grab-and-Go coffee. The results of the study indicate that both FCC and UGC have a significant impact on brand equity. High-quality FCC can enhance brand awareness, perceived quality, and consumer loyalty. On the other hand, positive UGC can strengthen the emotional connection between consumers and the brand, as well as increase consumer trust. Furthermore, the study also finds that strong brand equity contributes to an increase in purchase intention. Data shows that 75% of respondents are more likely to purchase Grab-and-Go coffee products after being exposed to engaging content from both the company and users. Through this analysis, the study provides valuable insights for marketers in designing effective content strategies to enhance brand equity and drive purchase intention. The findings are expected to serve as a reference for other coffee companies in leveraging FCC and UGC to achieve a competitive advantage in an increasingly competitive market. The study also recommends that companies be more proactive in encouraging consumer participation in content creation and utilize social media platforms to enhance engagement with their audience.

Persepsi Gen Z terhadap Penggunaan Social Media Marketing sebagai Media Komunikasi dalam Proses Keputusan Pembelian Kopi Kenangan

The advancement of digital technology has transformed marketing landscapes, with social media emerging as a strategic platform to engage consumers. Generation Z, born between 1997 and 2012, exhibits a strong connection to social media and is influenced by digital content during their purchasing decisions. This study investigates Generation Z's perception of social media marketing as a communication medium in the decision-making process for purchasing Kopi Kenangan products. Using a qualitative literature study method, data were gathered from scholarly articles, journals, and related documents published between 2020 and 2024. The findings highlight that interactive and personalized social media marketing strategies significantly impact Generation Z's perception and purchasing decisions. This research contributes to the understanding of effective digital marketing strategies for local coffee brands, providing insights into how Generation Z responds to and engages with such efforts.

Impact of Brand and Testing Method on Coffee Taste Perception between Genders: A Comparative Study of Two Leading Coffee Brands in Taiwan

Coffee is one of the world’s most widely enjoyed beverages and is sold by numerous global coffee brands; however, few studies have investigated how brand information affects the perceived tastes of consumers. This study employed three testing methods and subjective scoring to evaluate perceived coffee tastes associated with two popular coffee brands in Taiwan. Thirty young men and thirty young women were asked to drink Starbucks and 7-Eleven Americanos and then report their perceived preference levels under three method-related conditions (i.e., blind test [BT], correct brand information [CI], and incorrect brand information [II]). The analysis of variance results revealed that all the main variables’ effects on taste scores were nonsignificant and that the gender and brand variables interactively and individually affected the scores with the employed method. The overall taste score of the men was significantly higher than that of the women under the BT condition. Under the CI condition, women had a significantly higher preference for Starbucks Americano than for 7-Eleven Americano; this result was reversed under the BT condition. These findings suggest that the perceived taste of the female participants was influenced by the assimilation effect of coffee brands; however, this phenomenon was not observed in the male participants. This outcome can be attributed to the more sensitive taste of women relative to men. These insights are valuable for understanding the behavior of coffee consumers and for crafting effective service strategies tailored to coffee brand operators.

Research on the Marketing Strategies of Starbucks in the Chinese Market

Coffee has become an indispensable part of modern life, with Starbucks emerging as the preferred choice for many consumers around the world. As a successful U.S.-based brand, Starbucks has aggressively expanded into foreign markets, and China, its second-largest market after the U.S., has become a key focus. While the brand has achieved notable success in China, several challenges remain. High prices, difficulties in fully localizing its offerings, and the ongoing effects of the COVID-19 pandemic have hindered Starbucks’ ability to retain and attract customers. In response to these challenges, Starbucks needs to adopt tailored strategies to strengthen its presence in the Chinese market. First, discount programs, including loyalty rewards and seasonal promotions, can help mitigate concerns over pricing and make the brand more accessible to a wider audience. Second, further blending of Chinese cultural elements—such as integrating traditional flavors or launching region-specific beverages—could enhance localization efforts and foster deeper connections with Chinese consumers. Additionally, enhancing the digital experience, particularly through online ordering and delivery services, would cater to evolving consumer habits shaped by the pandemic. With growing competition from both domestic and international coffee brands in China, Starbucks must act proactively, embracing these strategies to maintain its leading position and continue its growth in this dynamic market.

Study on the Path of Coordinated Development of the Yangtze River Delta Regional Economy Based on Credit-granting Mechanisms

Since the establishment of the Yangtze River Delta regional economy, a brand-new economic development model has appeared in front of our eyes. With the continuous development of economy and society, the advantages of regional economy gradually appear, but at the same time there are many development problems. Based on the background of the development of the Yangtze River Delta region in recent years, this paper makes an in-depth analysis of a number of chain coffee brands that have developed rapidly in the Yangtze River Delta region, explores the operation mechanism of small and medium-sized coffee shops with franchise and chain system, and points out the dilemma and problems that need to be solved for the further development of small and medium-sized coffee shops. And put forward the corresponding solutions and solutions to all walks of life, so as to realize the vigorous development of the Yangtze River Delta region, and further promote the process of national economic construction and common prosperity.

Based on SICAS Model: Research on New Media Marketing Strategy of Cotti Coffee

With the development of people’s living standards and changes in habits, people’s demand for coffee continues to expand. And more and more coffee brands enter the market. In such a fierce market competition, Cotti Coffee quickly entered the market with its price advantage, and adopted some new media marketing strategies to expand its market share. Although its new media marketing strategy has achieved initial results, there are still some shortcomings. So this paper studies the current situation of new media marketing based on the SICAS model and puts forward corresponding optimization suggestions. Fristly, paper analyzes the background of the coffee consuming industry, and then analyzes the theory of SICAS model. Secondly, based on the SICAS model, a consumer questionaire was designed to investigate the new media marketing effect. Finally, according to the survey result, the SICAS model was built and targeted measures were proposed to solve the problems in the new media marketing process of Cotti Coffee. The purpose of paper is to provide improvement measures in new media marketing for Cotti Coffee, and further enrich the content of new media marketing.

How Could Brand Image, Ethnocentrism, and Brand Attachment Impact Consumer Behaviour in the Service Industry: A Comparative Study

Underpinned by self-congruity theory, cognitive appraisal theory, and attachment theory, the current research develops a comprehensive theoretical framework of the key factors determining continuous purchase intention for two coffee brands by incorporating critical factors such as brand image, ethnocentrism, and brand attachment. This paper also investigates the intervening role of brand attachment in such links. The study applied a quantitative approach by gathering data through a self-administered survey from 266 consumers who purchased two coffee brands in Oman: Starbucks Coffee (as an international brand) and Fifty Five Coffee (as a local brand). Using partial least squares structural equation modeling (PLS-SEM), the empirical findings indicated that brand image significantly influenced brand attachment and continuance intention. Ethnocentrism impacted brand attachment and did not have a significant link with continuance intention for Starbucks. However, it significantly affects both brand attachment and customers’ continuance intention for Fifty Five Coffee. Brand attachment positively affects continuance intention and significantly mediates the links between brand image, ethnocentrism, and continuance intention for Starbucks and Fifty Five Coffee. The current endeavour holds a variety of theoretical and practical implications for concerned scholars and professionals respectively. The limitations and future research avenues are also outlined.

The Attributes of Managing Digital and Conventional Marketing by Local Coffee Brand as Antecedent to Consumer Satisfaction

This article discusses the strategies for overseeing the marketing communication of a Local Coffee Brand, utilizing both digital and conventional methods. In conventional marketing, Local Coffee Brand use media promotion tools such as banners and word of mouth in their stores. However, there is a limited number of target markets in stores, and Local Coffee Brand uses other digital tools in the promotion. As such, this article aims to shed light on the challenges concerning the use of digital marketing and traditional methods in the Local Coffee Brand industry. To achieve this, content analysis and semi-structured interviews have been utilized to glean comprehensive insights from both the owner and the brand marketing team, all of whom possess significant experience in steering the digital marketing communication strategy. In digital marketing, Local Coffee Brand leverages its application, social media platforms, and website to gain significant advantages. These channels serve as swift and cost-effective tools for marketing communication, particularly in product promotion, advertisement dissemination, and brand awareness. It’s emphasized that managing marketing communication through digital platforms is a strategic approach to inform, persuade, and remind consumers about the offerings of Local Coffee Brand. The study's findings indicate that digital marketing, along with conventional methods, has emerged as an effective communication tool for swiftly and cost-efficiently disseminating promotional messages to consumers compared to traditional media.

Perilaku Konsumen dalam Pengambilan Keputusan Pembelian pada URBN Kopi oleh Masyarakat di Surabaya

URBN Kopi is one of the mobile coffee brands strategically located in front of the UPN Veteran Jatim campus, making it the main choice for students to enjoy coffee. This study identified three main factors that influence purchasing decisions, namely location, price, and product completeness. This study was conducted using an in-depth interview method with five informants consisting of active students at UPN “Veteran” Jatim. The findings of this study indicate that a strategic location in front of the campus is the main factor that facilitates student access to buy coffee, while affordable prices are an important consideration because they are in accordance with students' budgets. In addition, the completeness of the products offered by URBN Kopi also increases consumer interest in choosing this product. Based on these findings, it can be concluded that the combination of a strategic location and affordable prices play an important role in purchasing decisions, which in turn has the potential to increase consumer loyalty and repurchase interest among students.

Inovasi Produk Kopicek (Kopine Wong Picek) Sebagai Upaya Pemberdayaan Kelompok Difabel Tunanetra Mata Hati

Coffee is an important commodity with significant global demand. In Indonesia, East Java Province contributed 85.15% of the national coffee production in the Large Estate sector in 2022, supporting the growth of the local coffee industry such as coffeeshops. In Surabaya, the Mata Hati Community, consisting of people with disabilities, launched a coffee brand called "Kopicek" as an effort to empower disabled individuals, especially the blind. However, they face challenges in terms of quality control, manual production processes, and limited promotion. To carry out and create innovations in empowering the visually impaired or the blind, our team provides mentoring and training to improve the quality and efficiency of Kopicek's production. Through a community service program, the social service team designed solutions to improve the quality and efficiency of Kopicek's production. These solutions include quality control training, provision of automated coffee machines and custom packaging press machines that are accessible to blind baristas, as well as digital marketing training. The results of this program are expected to help the Mata Hati Community maintain coffee product consistency, expand marketing through digital media, and enhance Kopicek's branding in the local market.

Business Analysis – A Case Study of Delta Cafés

This in-depth research digs into Delta Cafés' rich history, strategic advancements, and current strategies. The key goals of this paper are to unearth the historical milestones that have shaped Delta Cafés, analyze its present market positioning, and examine the leadership concepts that have been critical to its success. Our work strives to provide useful insights into Delta Cafés' journey of continual expansion, innovation, and the enduring ideals that characterize its essence through a comprehensive examination of the company's history. Our project looks into the compelling history and modern dynamics of a prominent Portuguese coffee brand by embarking on a trip through the rich tapestry of Delta Cafés. Delta Cafés' journey from its humble beginnings in a 50-square-meter warehouse in 1961 to its current global prominence displays an unwavering commitment to quality, innovation, and sustainability in the coffee industry.

A Study on the Brand Marketing Strategy of Luckin Coffee Based on SWOT Analysis

Using a SWOT analysis, this study investigates the brand marketing approach of Luckin Coffee, a well-known Chinese coffee company. With the backdrop of the rapid evolution of marketing strategies driven by the Internet and new media, this study aims to address the gap in understanding how marketing strategies can be tailored to a specific company's unique characteristics. Specifically, it investigates Luckin Coffee's strengths, weaknesses, opportunities, and threats based on an analysis of its current marketing efforts across channels and relevant brand topics. The findings provide insights into how Luckin Coffee can optimize its marketing strategy to seize opportunities and mitigate threats, ultimately contributing to the enhancement of the brand's competitiveness and relevance in the market. This research is a valuable reference for other coffee brands seeking to formulate effective marketing strategies in today's dynamic business environment.

Strategi Komunikasi Pemasaran Asmara Coffee Melalui Event Musik Asmaraloka Dalam Menciptakan Brand Awaraness

The purpose of this study is to analyze Asmara Coffee's marketing communication strategy through the Asmaraloka music event in creating and increasing brand awareness among consumers. This study uses a constructivism paradigm with a qualitative approach to analyze Asmara Coffee's marketing communication strategy through the Asmaraloka music event in increasing brand awareness. Data were collected through interviews, observations, literature studies, and documentation, with analysis using the interactive method of Miles and Huberman and verification through triangulation. The results of the study provide an in-depth picture of the effectiveness of the marketing strategy implemented and its impact on Asmara Coffee's brand awareness. Research on Asmara Coffee shows that tight competition in the coffee shop industry is a challenge for Asmara Coffee to stay competitive and increase brand awareness. Asmara Coffee strives to maintain its existence by optimizing social media accounts, providing the best service, and routinely holding music events. The Asmaraloka music event is the main strategy in attracting new consumers and strengthening brand awareness. Through this approach, Asmara Coffee strives to remain relevant and competitive amidst business competition.

Conceptual Metaphor Analysis in Advertising Slogans about Coffee Brands

This paper delves into the strategic use of conceptual metaphors in advertising slogans for coffee brands, exploring how these linguistic devices influence consumer perception and brand appeal. By employing cognitive linguistic theories, this study categorizes eight global coffee brand slogans into five distinct metaphorical patterns, revealing the underlying conceptual mappings that enhance brand messaging. The analysis underscores the importance of metaphorical language in simplifying complex ideas, evoking emotional responses, and establishing a connection between the product and the consumer’s everyday experiences. This paper concludes that the judicious application of conceptual metaphors in advertising is a powerful tool for creating memorable and impactful slogans that resonate with the target audience.

Towards a sustainable coffee supply chain: the role of digital platform capability in increasing organisational agility

ABSTRACT The increasing demand for coffee in Indonesia and abroad, accompanied by value creation from applying sustainability principles for coffee brands or outlets, leads to potential opportunities for coffee product entrepreneurs. Through the development of an online platform that entrepreneurs can directly access to eliminate links in the supply chain, coffee entrepreneurs have the opportunity to compete through national and international markets. Therefore, this study examined the effectiveness of digital platform applications in increasing the supply chain competitiveness of agricultural micro, small, and medium enterprises (MSME) products in Indonesia, especially coffee products. The conceptual model in this study examines the relationship between digital platform capability and organisational agility, specifically addressing when and how digital platform can help MSME exporters increase their organisation’s agility. This research uses theory of capability dynamism and the partial least squares structural equation modelling (PLS-SEM) method to test the proposed model and estimate the relationship between constructs. Consequently, this research develops strategies for the supply chain stakeholders using the why-how-laddering method for managerial implications. The study’s findings show that organisational agility can be supported by improving digital platform capability, and nine strategic recommendations can be applied to increase coffee exporters’ digital platform capability and organisational agility, respectively.

Long-lived Gamma-Emitting Radionuclides in Commonly Consumed Imported Coffee Brands in Lagos and the Total Committed Effective Dose using a High Purity Germanium Detector

Long-lived Gamma-Emitting Radionuclides in Commonly Consumed Imported Coffee Brands in Lagos and the Total Committed Effective Dose using a High Purity Germanium Detector

Gendered Brand Cues and Sustainability Perceptions: Exploring the Role of Brand Gender in Consumer Sustainability Judgments

While sustainability is a key consideration for many consumers, discerning a brand’s sustainability is too complex for routine consumption choices, often leading people to rely on irrelevant cues. Perhaps one such cue is the perceived gender of products and brands. Building on existing literature which suggests an association between environmentally conscious behavior and femininity (Brough et al., 2016), the present research explores whether gendered brand cues influences consumers’ perceptions of the brand’s sustainability, and in so doing impacts their purchase intentions and attitudes toward the brand. We conducted a preregistered study with 600 participants to investigate the causal impact of brand gender on sustainability perceptions. Using a 2 x 3 between-subjects design, participants were either primed to report their own green consumption values or not and then randomly assigned to one of three conditions: masculine, feminine, or neutral (control). Each participant was presented with a coffee brand where the brand's gender was manipulated through semantic (e.g., brand name) and visual (e.g., packaging) cues. When primed with a sustainability cue, participants who saw the feminine-branded product viewed it as significantly more sustainable than the neutral (control) condition (p=.007) and marginally more sustainable than the masculine-branded product (p=.070). We also found that across all conditions, sustainability perceptions predicted purchase intentions (p<.001) These findings suggest a potential relationship between the gender of a product’s branding and the extent to which the brand is perceived as sustainable. This research not only provides insights for marketers to strategically position products to align with eco-conscious consumer values but also contributes to the broader literature on how consumers form sustainability judgments about products, highlighting the subtle influence of gendered branding in this process.

Pengaruh Brand Image dan Kualitas Pelayanan terhadap Minat Beli Fore Coffee pada Masyarakat: Survey Masyarakat Jabodetabek

The purpose of this study is to determine exactly what the purchase intention of Indonesian consumers in the Jabodetabek area is influenced by the image and service level of the Fore Coffee brand. This study took more than 157 respondents through questionnaires containing students, students, and workers. Because the buying interest of the Indonesian people towards coffee increases every year, it is recorded that the increase in the interest of the Indonesian people increases by 8.8% per year. The results of this quantitative study show that the perception of Fore Coffee's brand image has a major impact on the desire to buy, and good service also influences consumer decisions to buy products. Thus, Fore Coffee can increase buying interest by improving brand image and service quality.

Business Strategy Analysis of Coffee Industry: Taking Starbucks as an Example

In the 20th century, the competition among many coffee brands in the world was gradually fierce. Under the background of improvement of people's living standards and changes in consumption habits, more and more people choose coffee as their daily drink. This paper focuses on status of the coffee industry, taking Starbucks as an example, analyzing its brand and financial situation based on its official annual report for the fiscal year 2021, 2022 and 2023. By comparing the different financial ratios in the past few years, this study gives an analysis of Starbucks brand value in terms of SWOT model and finds some proposals for the brands in coffee industry. The paper demonstrates the development trend of coffee industry and one of the typical management modes, give out an instructor no matter whether for the academic field a direction to have deeper research in this industry or for other brands in their way of developing, both shows a great of significance in further study. This study uses comparative analysis of text analysis and case analysis, combined with actual data, to conduct in-depth research on the financial situation and development of Starbucks and coffee industry. The research carries out a strong correlation between coffee consumption and peoples living habit, operation mode as well. The fruitful work also gives useful improvements on how to develop for coffee industry, it has contributed to the people present understanding of the different financial performance with different factors in production.