CASE STUDY: STARBUCKS COFFEE
lifestyle by highlighting an outrageous luxury adventure and a splurge experience, as shown in Figure Source: Lynn (2013: p. 126) ... In order to build a brand community, a company must build a bond between brand and customers with a unique brand personality and value (Vivid Brand, 2018). For example, in order to make its customer feel the difference, Starbucks sent them a message that "This ... ................
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