A Research on the impacts of international event marketing on the brand equity, case of Starbucks in China

The Exploration of consumer’s attitudes to Starbucks event marketing in China, the role of consumer’s perceptions, brand awareness and its impact to the buying behavior RESEARCH DISSERTATION – YUSHI ZHU A Research on the impacts of international event marketing on the brand equity, case of Starbucks in China University Of Birmingham Abstracts This research was designed to explore the use of event marketing on Starbucks in China This includes the explorations of consumer’s attitude towards the firms as well as consumer’s perception to the events, sponsorships of Starbucks along with brand equity The research uses a range of different research tools/ methods in order to explore the topic Interviews and Research Dissertation – Yushi Zhu Surveys collections was applied based on the theme of different perception and how consumers react The research comes to a conclusion of event marketing can have great effect on firm’s activities and performance as well as on customer’s loyalty It helps firm to research on the market; approach and sync with consumer’s feedbacks and needs Nonetheless, communication and interactions of firm with consumers are also promoted as firms are quicker and more proactive with responding to consumers Other potentials of firm’s influences also conclude in the study as well as comparisons between consumer’s answers and responses to the questions to analyze the perception of each different group of respondents/customers including age, occupation, income, etc Table of Contents Abstracts Introduction Literature Review Conceptual framework Consumer Perception Theory 10 Page | 72 Research Dissertation – Yushi Zhu Brand personality theory Starbucks in China Objectives 11 12 13 Aims of the study 13 Data Collection and Analysis methods and process 14 Selection of topic Philosophy 15 Strategy 15 14 Ethical Considerations16 Limitations 17 Sampling Plan 18 Data collection 19 Qualitative method 19 Quantitative method 19 Procedures 20 Action plan/Time Horizon 21 Validity and reliability 21 Data Analysis 22 Branded Products and Trust 22 Brand Personality 23 Celebrity Endorsement 24 Social Media 27 Event sponsorship 29 Customer’s perception 31 Advantages and Disadvantages of event marketing 32 Page | 72 Research Dissertation – Yushi Zhu Recommendations Reflection 35 Conclusion 36 References 38 Appendix 45 33 Questionnaire/Survey 45 Part General questions 45 Part 2: Research Questions 46 Interview questions 49 Questions Responses Charts 50 Appendix 65 Appendix 65 Appendix 67 Appendix 68 Appendix 69 Ethic 71 Consent Form 72 Introduction Event marketing is a marketing tool that emerged in the 1980s (Cunningham, Taylor & Reeder 1993); known as ‘the practice of promoting the interests of an organization and its brands by associating the organization with a specific activity’ (Shimp, 1993) Event marketing is a brand touch points and communication initiatives promoting brand influences and consumers persuasion or a valuable tool for generating awareness in term of brand and corporate images Page | 72 Research Dissertation – Yushi Zhu however still vague about it contribution about other aspects of brand equity (Gupta 2003) Following Kotler and Armstrong, the activities of event marketing can be either owned by the business, or by a third party and approved by the firm through funding programs On the other hand, event marketing involves but is not limited to event sponsorship It is different from indirect, distant, broad-based mass media, as it allows a highly interactive, direct experience with the consumers in which generate a more significant and deeper relationship with customers (Miller & Washington 2014) However, consumer’s perceptions were mostly affected by the brand Change in brand equity is the major effect of event marketing; it is usually presented as a tool to promote brand equity in the brand management literature (Keller 1998; 2009) And following previous researches; brand equity can be considered as the ‘added value’ of the product (Farquhar, 1989) in relation to two main perspectives: one is focused on firmbased brand equity (FFBE), refers to the brand’s financial value while the other centered on consumer-based brand equity (CBBE) and addressing to consumers’ replies to brands One of the companies that pioneer in the event marketing is the case of Starbuck in China In accordance with the company; Starbuck’s investment in the People’s Republic of China expecting the country to be the biggest market outside of the United States with its potentials about the possible numbers of customers It was stated by Starbucks itself that the firm’s efforts in China have been the key to its international expansion efforts since 1999 when Starbucks’ first store in Beijing was opened The company aims to build the world's most admired and trusted business which held a crucial role in the firm’s success in China by its Unparalleled Partner Investments – recognize the significant contributions of Starbucks’ partners and Elevating Customers Experience – innovate consumers’ relationship and connection with Starbucks In many years, Starbucks has increased its investments in its operations expecting to promote the business’s publicity and exposure in China Following Starbucks; at the end of 2013, the firm has opened and delivered its unique ‘Starbucks Experience’ to customers to more than 300 stores in 10 new cities across China with its implementation of innovating to surprise, delight and exceed the expectations, enhancing the brand’s coffee experience at the forefront of its stores The study will assess the effectiveness Page | 72 Research Dissertation – Yushi Zhu of Starbucks international event marketing strategies and its results on the brand equity analyzing its contributions to the firm by exploring researches and analysis on consumer’s perception with the effect of event marketing; advertising and promotion of the brand through sponsorship as well as celebrities’ endorsement The literature review of the topic is vastly as there have been many studies carried out to further analyze the effects of event marketing on the performance of business in overall Literature Review The next part of the study is to give an analysis of the literature review as there are a wide variety of researches have been published/conducted about event marketing It will further analyze topics concerning the objectives of the paper as mentioned It provides background about brand equity as well as surrounds the critical themes of consumer perception theory or consumer’s self-concept when purchasing or buying products/services also the understanding of how it affects consumers decision contributing towards the study of event marketing along with brand acknowledgement and awareness and how it affects the buying behavior of customers Methods of event marketing including sponsorship, celebrity endorsement and the concept of customer’s loyalty Event marketing on brand equity was viewed by previous studies to conclude in two key perspectives: firm-based brand equity (FFBE) and consumer-based brand equity (CBBE) Many terms and methods have been used in order to conceive CBBE which are mostly following Feldwick (1996) and Christodoulides (2010) researches The most two famous conceptualizations of CBBE were suggested by Aaker (1991) and Keller (1993), which both realizations were stranded in a cognitive-psychology approach In particular, following the study of Aaker in 1991, CBBE was refer as a set of brand liabilities and assets that were connected to the brand itself Brand symbol and brand name will add or reduce the product or service value of the company (p 15) On the other hand, Aaker also further his researches and acknowledged five components of brand equity as (1) brand associations, (2) brand loyalty; (3) brand Page | 72 Research Dissertation – Yushi Zhu awareness; (4) perceived quality and lastly, (5) other proprietary assets like trademarks, channel connections and patents Whilst Keller (2003) defined brand equity as various outcomes of consumer’s responses to the brand marketing along with the brand knowledge Furthermore, Keller also suggested factors of brand equity include brand knowledge (1993); the study concludes brand image and brand awareness; and brand performance; brand salience; consumer judgments; brand resonance; consumer feelings and lastly brand imagery (1998) Nonetheless, brand equity is critical to support the product's image (Clearly, 1981); it is found that brand equity helps to increase positive values of the firm’s image (Ginden, 1993) along brand value (Park and Srinivasan, 1994) Following a research by Rossi et al (2015) customers are acknowledging the branding of products is indeed connected to the quality of product itself Not only so but brand equity also promote consumers preferences (Rooney, 1995); opinions (Moore, 1993); and lastly, it helps the business in engaging its products with consumers (Chernatony and Dall'olmo Riley, 1998) The method of creating shared values in the international business context has formed a new track of reinvent businesses and exceed the conventional notion of corporate social responsibility (Porter & Kramer, 2011) By achieving the needs of society and community, event management is constantly striving to build values and standards among the community together Thus, harms to the brand image can be critical as consumers’ perception of the brand is crucial; it could trigger a bad impact on the brand equity such as the case of Starbucks with the company tax avoidance outrage (Wanke et al., 2007) as it has negative effects on consumers perception about the brand afterwards Following Keller's Brand Equity Model (1993); brand knowledge can lead to changes in consumer’s attitude and response to the brand (Tuominen, 1999) Brand trust is also important to brand management due as in accordance to the study done by Gouteron (2011) integrity, credibility and benevolence are the three factors that connecting consumers and the brands On the other hand, in term of brand reputation, consumers responses in term of firm crisis is largely is critical (Vassilikopoulou et al., 2009 and Jorgensen, 1996) as the extent of control and response of business to the crisis can affect consumers emotion (Weiner's, 1986) as it shows a sense of control and level of management of the firm Firms that are poorly manage in responding with Page | 72 Research Dissertation – Yushi Zhu crisis will reflect different buying behaviors than firms are well managed (Jorgensen, 1996) in accordance with the Service Brand Relationship Model (Tsai, 2011) However, even though there have been many studies indicating the advantages of event marketing in promoting brand image and awareness, there still haven't much detailed researches or discussions around other effects on brand equity it has (Gupta, 2003) Sponsorship or as known as funding programs of event marketing or known can be scholars, etc Sponsorships was known as a tool to promote effect in relation with both product/brand and business degree (Cornwell & Maignan 1998; Walliser 2003) On one hand, sponsorships have optimistic effects on the picture and imagine of the sponsoring business (Javalgi et al., 1994) but on the other hand, cultural sponsorships only influence the firm positively in term of company preference but not to the business’ competences (Schwaiger, Sarstedt and Taylor, 2010) In term of product/brand extent, sponsorships or event marketing was known as a tool to promote brand’ awareness; making consumers recognize the brand of the business associated with the events; making the brand more recognizable and easier to remember; promoting brand recall and brand recognition (Herrman, Walliser & Kacha 2012; Cornwell et al 2006) as a result of ‘image transfer’ as known as a method of linking and shifting the connections between the sponsoring firm and the event (Gwinner & Eaton 1999); indicating that sponsorship is in relation with the brand representation and the event (Close et al 2006) As the events show and stand for a term of commitment of the business to the community (Irwin et al 2003) Despite, the study of Woong Kwon, Huyn-Woo Lee and YuKyoum Kim (2015) of creating shared values between national team identity and global event brand equity pointed out potential conflicts of social problems in local communities between the global and local level of the sponsorship Celebrity endorsements is also considered as a part of branding techniques that influencing consumers choice following the two researches by Kamis (1990) and Audi et.al (2015) which established the concept of celebrity endorsements on brand loyalty Page | 72 Research Dissertation – Yushi Zhu Not only with sponsorship however event marketing management trade shows are also found to have similar influences on brand equity as well in term of image-building; promoting relationships and information-gathering (Kim & Lee, 2008) As follows the literature researches on the effects of event marketing, there have been various tools as well as particular events methods such as sponsorships, etc emphasized to have tremendous impacts on the aspect of brand equity However, the study also shows there are more considerations in the brand equity dimensions rather than the influences of event marketing on brand equity overall Furthermore, manager’s management also found to have great impact on the promoting of the brand (Cornwell, 2001) Nonetheless, it was suggested in Groza, Cobbs, and Schaefers (2012) work in relation to brand equity between the sponsored brand and the sponsoring business that sponsor incongruence is mostly unfavorable to the sponsored company’s brand equity at the title sponsor level In addition, it was found by Bruno Schivinski on his study about the impact of brand communication on brand equity through Facebook, or looking at the effects of social media communication strategy in branding i.e.; social media is an useful tools to encourage the building of brand awareness and positive brand associations; the platforms provide unlimited outreaches and tools for consumers to interact, express, share and create content about brands and products Starbucks engage consumers to constantly create brandrelated content and interact with the brand to further connect with consumers, promoting brand preferences and brand loyalty Event marketing linked with brand loyalty as the promoting of event marketing with sponsorships, social media, etc., also increase brand loyalty which is known as a positive reactions of customers towards the brand and their willingness of purchasing the products or services of the firm again (Baldinger and Rubinson, 1996) It was found in the study that customers are responsive to brands event; moreover, with brand loyalty, event marketing also increase firm preferences as well as business priority and firm’s base as business acknowledgement are spread amongst consumers through the words of mouth once as recommended by other consumers which helps keep the company growing (Heskett et al, 1994) Page | 72 Research Dissertation – Yushi Zhu Further on the researches of loyalty-based management, it was found that having loyal relationship and intimacy with the firm or the brand will reduce the cost of attracting new consumers as well as increasing the market share and the profit of the business (Rechheld, 1993) which was also suggested by Barsky (1994) In accordance with the critical of brand loyalty, there have been various studies in relation with building strong, firm brand loyalty of businesses with consumers based on brand factors and it influences including brand trust Brand trust in considered to be critical to the coffee shop industry (Aleman, 2001), it helps retaining consumers which considered to cost less than attracting new ones On the other hand, other studies also suggested that the key of trust is communication with consumers which means that firms need to keep on their interaction with consumers (Morgan and Hunt, 1994) which stated that communication has promoted a good impact of business with consumers (Gronroos, 2000), (Duncan and Moriarity, 1998) Conceptual framework The conceptual framework developed to describe the relationship between employee, company management, customers’ trust and brand loyalty Previous studies have shown that customers loyalty are affected by corporate identity in which including corporate image, reputation that have influences on customer’s trust or their loyalty in general (Nguyen et al, 2013) Figure 1: Conceptual Framework of customer’s loyalty (Nguyen et.al, 2013) Page 10 | 72 Research Dissertation – Yushi Zhu Valid Strongly 11.6 11.6 11.6 Agree Agree Neutral Disagree Strongly 11 15 25.6 34.9 20.9 7.0 25.6 34.9 20.9 7.0 37.2 72.1 93.0 100.0 Disagree Total 43 100.0 100.0 Q 14: I prefer to use/buy products from company that is aligned to Chinese characteristics Valid Strongly Frequency 10 Percent 23.3 Valid Cumulative Percent 23.3 Percent 23.3 Page 58 | 72 Research Dissertation – Yushi Zhu Agree Agree Neutral Disagree Total 18 13 43 41.9 30.2 4.7 100.0 41.9 30.2 4.7 100.0 65.1 95.3 100.0 Q 15: There are more interactions as well as emotional connection through the event with Starbucks than conventional advertising (TV, newspaper, etc) Valid Strongly Frequency Percent 14.0 Valid Cumulative Percent 14.0 Percent 14.0 Page 59 | 72 Research Dissertation – Yushi Zhu Agree Agree Neutral Disagree Strongly 16 13 37.2 30.2 14.0 4.7 37.2 30.2 14.0 4.7 Disagree Total 43 100.0 100.0 51.2 81.4 95.3 100.0 Q 16: The trustworthy of Starbucks through such events Valid Valid Cumulative Highly Frequency Percent 4.7 Percent 4.7 Percent 4.7 Reliable Reliable 14.0 14.0 18.6 Page 60 | 72 Research Dissertation – Yushi Zhu Neutral Not Reliable Highly Not 23 53.5 20.9 7.0 53.5 20.9 7.0 Reliable Total 43 100.0 100.0 72.1 93.0 100.0 Q 17: I would buy less of Starbucks products if there was negative news in China related to the company Page 61 | 72 Research Dissertation – Yushi Zhu Valid Valid Cumulative Strongly Frequency Percent 20.9 Percent 20.9 Percent 20.9 Agree Agree Neutral Disagree Strongly 17 11.6 39.5 16.3 11.6 11.6 39.5 16.3 11.6 32.6 72.1 88.4 100.0 Disagree Total 43 100.0 100.0 Page 62 | 72 Research Dissertation – Yushi Zhu Q18: I’ll use/support the product more in accordance with my acknowledgement about the sponsorship/trade shows, etc of Starbucks in China Valid Valid Cumulative Strongly Frequency Percent 7.0 Percent 7.0 Percent 7.0 Agree Agree Neutral Disagree Strongly 20 20.9 46.5 20.9 4.7 20.9 46.5 20.9 4.7 27.9 74.4 95.3 100.0 Disagree Total 43 100.0 100.0 Page 63 | 72 Research Dissertation – Yushi Zhu Appendix Key factors and characteristics of Quantitative and Qualitative Data Collection Method (Hair et al, 2008) Factor Quantitative Method Research Type Facts, Question Type Analysis Sample estimates Detailed, Expressive Statistical Substantial Scale Predictions Qualitative Method and Insights, Initial knowledge about beliefs perceptions Finding, Investigating Informative, Analytical Small Scale Page 64 | 72 Research Dissertation – Yushi Zhu Appendix Income No Mean N Incom Std e Deviatio Under 3,000 RMB 3,000 to 6,000 RMB 6,000 to 10,000 RMB Above 10,000 RMB Total n Mean N Std Q4 3.2727 11 1.00905 3.2778 18 75190 Q8 2.3636 11 1.0269 Q12 2.5455 11 1.1281 Q13 2.8182 11 1.4709 Q14 2.0909 11 1.0444 Q15 2.8182 11 1.2504 2.4444 18 85559 2.8889 18 1.0786 2.7222 18 1.0178 2.2222 18 80845 3.2222 97183 3.2222 97183 2.4444 72648 Deviatio n Mean N Std 3.6667 70711 Deviatio n Mean N Std 2.6667 1.0000 Q17 2.727 11 1.1909 Q18 2.8182 11 75076 2.4444 18 98352 3.1111 18 83235 2.889 18 1.2783 2.8333 18 1.15045 2.7778 97183 2.6667 1.0000 3.000 1.5000 3.2222 83333 3.7500 95743 3.000 1.4142 3.0000 81650 3.0000 81650 2.7500 95743 3.0000 81650 2.7500 95743 1.5000 57735 Deviatio n Mean N Std Q16 3.3636 11 80904 2.2500 1.2583 4.0000 3.0000 3.0000 3.0000 2.0000 2.0000 2.0000 2.000 4.0000 3.3488 43 81310 2.5116 43 90953 2.8837 43 1.0283 2.8605 43 1.1037 2.1628 43 84319 2.5814 43 1.0518 3.1163 43 90526 2.860 43 1.2646 2.9535 43 95002 Deviatio n Mean N Std Deviatio n Page 65 | 72 Research Dissertation – Yushi Zhu Appendix Q4 Q8 3.3750 74402 2.1250 2.8750 2.7500 2.2500 1.8750 8 8 1.12599 1.24642 1.03510 1.03510 83452 Deviation 18 to 28 Mean N Std 3.3333 15 89974 2.4667 15 91548 Deviation 29 to 38 Mean N Std 3.2000 10 1.03280 2.8000 3.3000 3.5000 10 10 10 1.03280 1.25167 1.08012 Deviation 39 to 48 Mean N Std 3.5000 54772 2.3333 51640 3.0000 89443 Deviation 49 to 58 Mean N Std 3.5000 57735 3.0000 00000 3.0000 00000 Deviation Mean N Std 3.3488 43 81310 2.5116 43 90953 2.8837 2.8605 2.1628 43 43 43 1.02839 1.10370 84319 Age Under 18 Total Mean N Std Q12 2.5333 15 91548 Q13 Q14 Q16 Q17 Q18 3.1250 83452 3.000 1.4142 2.8750 99103 3.0000 3.3333 15 15 1.19523 89974 2.733 15 1.1629 3.0667 15 1.03280 2.5000 10 84984 2.7000 10 94868 3.4000 10 84327 2.700 10 1.5670 2.8000 10 1.13529 3.0000 89443 2.1667 75277 2.0000 63246 2.3333 3.167 6 1.03280 1.3292 3.1667 40825 3.0000 00000 2.7500 50000 3.0000 81650 2.7500 50000 3.000 8165 2.7500 95743 2.860 43 1.2646 2.9535 43 95002 2.4000 1.7333 15 15 1.24212 70373 Q15 2.5814 3.1163 43 43 1.05181 90526 Deviation Appendix Gender Female Mean N Std Q4 Q8 Q12 Q13 Q14 Q15 Q16 Q17 Q18 3.3333 24 70196 2.7500 24 67566 2.8333 24 86811 2.8333 24 96309 2.2500 24 94409 2.6250 24 1.01350 3.1250 24 74089 2.500 24 1.0632 2.9167 24 97431 Page 66 | 72 Research Dissertation – Yushi Zhu Male Total Deviation Mean N Std 3.3684 19 95513 2.2105 19 1.08418 2.9474 19 1.22355 2.8947 19 1.28646 2.0526 19 70504 2.5263 19 1.12390 3.1053 19 1.10024 3.316 19 1.3765 3.0000 19 94281 Deviation Mean N Std 3.3488 43 81310 2.5116 43 90953 2.8837 43 1.02839 2.8605 43 1.10370 2.1628 43 84319 2.5814 43 1.05181 3.1163 43 90526 2.860 43 1.2646 2.9535 43 95002 Q15 Q16 Deviation Appendix Q4 Q8 3.2667 15 88372 2.2667 2.8667 2.8000 2.1333 15 15 15 15 1.03280 1.12546 1.26491 83381 2.4667 3.2000 15 15 1.06010 86189 2.867 3.0000 15 15 1.3020 1.00000 Deviation Mean 3.1429 2.5714 2.7143 2.4286 2.0000 2.5714 2.571 Std .89974 78680 75593 97590 81650 1.13389 57735 Deviation White-collar Mean 3.3000 10 workers Std .67495 2.3000 10 48305 3.2000 10 91894 3.0000 10 81650 2.2000 10 78881 2.4000 10 84327 2.7000 2.800 2.9000 10 10 10 1.05935 1.5492 56765 Deviation Businessman Mean 3.5000 3.0000 3.0000 3.0000 2.5000 3.0000 2.5000 Std .70711 00000 00000 00000 70711 1.41421 70711 1.4142 1.41421 Deviation Mean 3.5000 3.0000 2.0000 4.0000 3.5000 3.0000 3.0000 3.000 3.0000 Std .70711 00000 1.41421 1.41421 70711 00000 00000 0000 00000 Deviation Mean 4.0000 2.0000 2.0000 4.0000 4.0000 2.000 2.0000 Std 1.41421 1.41421 1.41421 1.41421 1.41421 1.41421 1.4142 00000 Occupation Student Mean Std Blue-collar workers Housewife Retired 00000 Q12 Q13 2.0000 Q14 2.0000 3.0000 Q17 Q18 2.7143 1.1339 1.25357 3.000 3.0000 Page 67 | 72 Research Dissertation – Yushi Zhu Others Deviation Mean 3.6000 Std Total 3.4000 3.2000 3.2000 1.8000 1.14018 1.14018 1.30384 1.30384 83666 Deviation Mean 3.3488 43 Std .81310 2.5116 43 90953 2.8837 2.8605 2.1628 43 43 43 1.02839 1.10370 84319 2.4000 3.8000 3.600 3.6000 1.34164 83666 1.1402 1.14018 2.5814 3.1163 43 43 1.05181 90526 2.860 2.9535 43 43 1.2646 95002 Deviation Ethic Purpose: The purpose of the form is to ensure all the contents or answers collected throughout the study is in accordance with the respondents In term of the relationship with the respondents; as stated in the study, the participants were selected as Starbucks customers; the first wave on consumers will be selected in store who has no involvement or relationship with writer However, due to the time span and the acknowledgement of the idea that some people Page 68 | 72 Research Dissertation – Yushi Zhu won't be willing to the survey, writer needs to have a handy amount of willing participants that able to the survey as they are friends, relatives or acquaintances of the author However, such answer will be the last resort after the first participant selection and will only be necessary to reach the amount of respondents needed to analyze and work on the study Author is also acknowledged that participants whom is acquainted with the writer can be affected by personal or even the author emotions and feelings with will resort them to give the author the answers in which they think the author might want to hear Therefore the amount of these respondents/answers were limited and put in a more careful consideration to secure the integrity of the study Consent Form Questionnaire and Interview Page 69 | 72 Research Dissertation – Yushi Zhu Purpose: The purpose of this study is to analyze the effect of event marketing in Chinese market of Starbucks In order to participate in this study, you will have expressed an interest to participate and be available for the duration of the process Procedures: After your consent of agreeing to take part in this study, you will answer some questions relate to your experience in Starbucks; those answers will be noted and analyzed as bases to analyse the purpose of the study Risk: The risk associated with taking part in the study is minimal as respondents don’t have to provide confidential information, questions are related to the study and depend on the willingness of sharing the information of participants If in some cases whereas the questions were causing discomfort, it can be amended and advised Benefits: Benefits include the ability to 1) impact the development business in China; 2) provide helpful information that supports the completion of the project and 3) contribute to knowledge in the field Alternative: Participants can choose to whether take part in the study and response to the surveys Costs: None Participants don’t have to pay to be part of the study Privacy: The information of the respondents will be reviewed by the writer The study is collected and analyzed privately Only some of the data/information of the viewer can be access by the viewers However, before such information were provided, consent from the participants is required Respondents will also be asked to review and agree on the content of Page 70 | 72 Research Dissertation – Yushi Zhu the answers again No information will be written or made available without the respondent's permissions Participant’s rights: Respondents/Participants are entirely entitled to the willingness of being a part of the research It’s completely voluntary if you want to the surveys/interviews If there are parts of the research that you feel uncomfortable with answering, you can leave it blank or come back to the writer at any time By signing below you’ll agree to the list bellows: ● You have read the form thoroughly and understand its contents ● You are aware of the purpose of the paper ● You agree with the writer and give your permission to selected informations in which will be provided to you for proofreading ● You are understand the procedure ● You took part in this study with your consent I have read this consent form and understand all of the above _ Signature of Participant _ Signature of Witness _ Date Date Page 71 | 72 Research Dissertation – Yushi Zhu Page 72 | 72 ...Research Dissertation – Yushi Zhu Surveys collections was applied based on the theme of different perception... Introduction Literature Review Conceptual framework Consumer Perception Theory 10 Page | 72 Research Dissertation – Yushi Zhu Brand personality theory Starbucks in China Objectives 11 12 13 Aims of... Customer’s perception 31 Advantages and Disadvantages of event marketing 32 Page | 72 Research Dissertation – Yushi Zhu Recommendations Reflection 35 Conclusion 36 References 38 Appendix 45 33