Year: 2024
Type: article
Study design: Observational Study
Abstract: This paper aims to investigate the psychological factors applicable to the case of China college students’ consumption of Starbucks products, and whether it is consistent with the logic of global branding matched with cultural adaptation or not. While Starbucks continues to grow in China, it has adopted a model of a ‘third place’ not just offering, coffee – but plat them, gain status, and even individual customized services. By embracing social identity theory and the experiential marketing concept, the company tends to achieve employees’ emotional commitment to the enterprise. Quantitative survey questionnaires were designed to be completed online on Xiaohongshu and 80 total valid responses were analyzed to study student consumption behavior, motivation, and brand attitudes. The findings suggest that students refer to Starbucks not only as a coffee house but also as a staking capital; 71% of the student’s social status improved after visiting Starbucks. Also, 78 percent of respondents used the symbolism indicators to show brand loyalty based on brand associations and 43 percent claimed to have been offered an individual approach. Using psychological analysis, this paper discusses the psychological factors responsible for Starbucks's successful expansion in China and makes some relevant strategic suggestions to sustain its competitiveness.
Author: Jincheng Li
Institution: Curtin Singapore
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4405793097