The Brand Reflected in the Mind of the Consumer. Conceptual Map of the Starbucks Brand

Abstract

This study aims to highlight the main elements associated with the Starbucks brand from several perspectives (benefits, attributes, attitudes). Through a qualitative research based on a semi-structured interview that also includes questions related to the ZMET technique, it is intended to obtain a reflection of the Starbucks brand from the consumer's mind materialized in the realization of a conceptual map.