A Study of Brand Image for Starbucks: A Qualitative Approach among Taiwanese and Korean Consumers

This study addresses and identifies how Starbucks, a famous Western coffee brand,is perceived by Asian consumers, particularly Taiwanese and Korean consumers, by providing qualitative evidence to explain their concepts on brand association (i.e., attributes, benefits, and attitudes) of Starbucks. Focus groups and in-depth interviews were conducted to examine how Asian consumers perceive the brand image. A case study was conducted in Southern Taiwan for triangulation purposes. Data were analyzed using a content analysis technique. The results indicated that most participants perceived Starbucks as being expensive, but serving good quality coffee and service. The two countriesʼ participants showed more similarities in the brand attributes dimension. In addition to the generic attributes of products, social, political, cultural, and environmental attachments were found