Starbucks Brand Awareness and Image: A Study of Chinese Consumer Perception

This dissertation delves into the intricate relationship between Starbucks brand awareness and image within the Chinese consumer landscape. It explores the historical significance of tea in Chinese culture and how Starbucks has successfully positioned itself as an alternative beverage choice. The study examines the impact of brand perception on consumer decision-making, analyzing the factors that influence Chinese consumers' understanding and affinity for the Starbucks brand.