CULTURAL PROFILE OF A BRAND: STARBUCKS CASE

Being highly interested in cultural differences among countries, the purpose of this research is to analyse Starbucks from a cultural perspective, to compare the differences of the brand perceptions in three cultural spaces: Romania, the USA and Russia. In order to reach the cultural profile of the brand, we have defined it as a sum of the following sub-constructs: brand image, brand personality, brand feelings, customer preferences, store image and user image. An online survey was conducted and the results revealed both differences and similarities between those three perspectives.