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

1

Introduction 4
Literature Review

5

Conceptual framework

9

Consumer Perception Theory 10
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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
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Research Dissertation – Yushi Zhu
Recommendations
Reflection

35

Conclusion

36

References

38

Appendix

45

33

Questionnaire/Survey 45
Part 1 General questions

45

Part 2: Research Questions

46

Interview questions 49
Questions Responses Charts 50
Appendix 1

65

Appendix 2

65

Appendix 3

67

Appendix 4

68

Appendix 5

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
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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
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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
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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
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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.

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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).
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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)
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Consumer Perception Theory
The studies in relation to consumer’s perception are important towards business as it affects
consumers buying behaviors and purchase decisions. It analyzes which are the factors that
affecting consumers motivation of buying or not buying the products. The studies of customers
perception when purchasing the products/services has been developed throughout time from
as early as 1974 when it was suggested by Landon Jr. in relation to the brand attachment as
self-image. In other words, consumers are more emotionally attached to the brand if the
products match with their identities or the personalities of buyers. Goods, products that are
connected to the self-image of consumers are more likely to have effect on the emotional
attachment towards the brand.
Moreover, Kumar et al. (1987), suggested that brand is what influence consumer buying
behavior, it is the critical factor of consumer perception; other variant factor such as age,
income, etc. are just the small parts of the big picture. On the other hand, it was found on the
study of self-perception that individual or consumer attitudes were formed from their past,
previous actions and behavior (Scott, 1981). However, other studies also shows that consumers
behavior and perception was formed, processed through various information, data and sources
around them; the varieties was then selected amongst different options (Bettman, 1979). As
consumers perception or behavior based on the determination, motivation, processing
capacity, and memory of individuals about the products, it is critical to also further analyzed the
dynamics of consumer’s perception and information processing and the attention of consumers
(Kapoor, 2014). Perceptual selection of consumer’s behavior determines on the two main
factors which are consumer’s motives and previous experiences. Both are equally critical when
determining their buying behavior (Wieber, 1978)
For consumers, price perception is the primary factor of self-perception theory as consumers
acknowledge or are more aware of things that are more likely to affect them in general
(Koekemoer and Bird, 2004). It was found that sales promotions influence consumer’s attitudes

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and buying behavior towards the firm or the brand in general as it is motives for consumers to
determine whether to purchase the products or not.
Despite, another study by Aaker (2000) suggested that brand awareness play an important part
in consumer perception, promoting a stable buying patterns behavior. Consumer awareness
can be raised through the interaction of firms, products with consumers. Furthermore, Chris
(2012) argues that in term of price perception, price of the products have large effect on
consumer buying behavior and loyalty as consumers will evaluate their purchase through the
usage of the product or determine whether the value of the products are fit with the quality. It
will affects the next purchase of the customers, whether they will repurchase the product, it
determines by the satisfactions of consumers of the products (firms). This also supported by
Sabesson (1992) and Rees (1992) as they argues that the quality of the products are what affect
the consumer usage of the product.
Brand personality theory
Another supported theory relates to the concept of brand management and event marketing is
brand personality theory as in accordance with previous studies consumers are exposed to the
brand’s elements and various different factors, after time, consumers will recognize the firm
through the repeated contacts with that factors whether it is the brand packaging, logos or etc.
The more encounter customers have with it, the more they recognize the brand through such
(Durger, 1988). Therefore, the theory suggested that products should be approach by
consumers from their perspective and feeling rather than by different person. It can best utilise
the firm or in other words, the products in accordance with consumer’s preference (Upshaw,
1995) and (Solomon, 2003); since it refers to personal, individual's characteristic that connects
with the brand (Aaker, 1997); the theory was supported by many other researches later on.
Furthermore, brand personality theory also suggested that the brand personality in relation
with the brand logos are the best resemble the firm (Plummer, 2000). Brand personality can be
in relation with the use of social media as it providing businesses with opportunity to form
connections with customers (Karkkainen et al, 2000). However, following Belk (1988),
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Research Dissertation – Yushi Zhu
consumers are more prefer businesses with personality traits relate to personal characteristics
or similar to self-image. It is a configuration between products image and self-image. Self-image
are intrigued from self-perception as it influences the buying behavior of consumers (Plummer,
2000) as personalities affecting buying behavior of users brand personality helps firms to be
able to determine the brand perception of consumers and amending their marketing strategies
and operations more fit with customer’s needs (Aaker, 1997) it serves as a communication tool
between businesses and consumers however it was found in other studies in relation to brand
personality that consumers are also after self-esteem factor when purchasing products (Sirgy,
1986).
As the result, brand management and consumer concept are important factors that can affect
the concept and efficiency of event marketing
Starbucks in China
Starbucks has remained the undoubted leader in the coffeehouse industry. Over the past 17
years since its first store was opened in Beijing, the business stores have been used and
embraced by Chinese customers as a community gathering place. As the limitation in activities
of the business was restrained Starbucks China is required to innovate its present to consumers.
Innovation, brand image and consumers incentive is the aim of Starbucks events in China with
the largest open business-to-consumer (B2C) platform (Starbucks, 2016). Starbucks China first
initiated The Partner Family Forum in 2012 as the first-of-its-kind employee engagement event
promoting the harmonization of Starbucks operation as well as the brand imagine in relation to
its employees as the existing pay and benefits plans reflect Starbucks’ aims to its partners and
workers by offering inclusive health insurance to full-and part-time partners. Nonetheless,
Starbucks also offers Bean Stock program which provides equity to all partners of the business.
The company also introduced Starbucks China Talent Exchange Program for retail partners
along with the operation of Starbucks China University which has allowed Starbucks to be
named as the China Best Employer as well as other awards such as Best HR Management
Company, promoting the brand image and recognition through the funding of such programs,

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Research Dissertation – Yushi Zhu
enabling not only consumers but also investors, employees, etc to perceived the brand in a
genuinely term increase the company’s awareness and value.
Additionally, Starbucks also elevate its own Starbucks Experience to the consumers by the
enactment of the Starbucks Tmall e-flagship store, offering Starbucks users a convenient and
simple way to send a Starbucks gift digitally along with Starbucks Reserve stores in 150 stores
across China as it established to highlight a number of the world’s rarest, most exotic and
exquisite coffees that is limitedly available globally. What’s more is Starbucks China Youth
Development Program which was introduced in June 2014 in China which provides support for
over three years for 1,500 university students for those with underprivileged conditions from
both urban and rural areas (Starbucks, 2016).

Objectives
The objectives of the study is critical to introduce the purpose of the project as well as it
provides a general knowledge of what are the aims of the paper to avoid confusion in analyzing
the topic. With having clear objectives of the study, it will be easier for writer to perceive the
analyzing process also concentrate and select suitable, appropriate survey questions; theories
and data that helps with achieving the analysis of the study.
The aim of the study: “To explore the consumer’s perceptions of brand equity resulting from
event marketing of Starbucks in China”
Questionnaires are attached in the appendix
Aims of the study
❖ To test the relationship between Customer response to brand management
❖ To test the customer's’ perception with event management
❖ To test the relationship between brand management and event management.
❖ To understand more about the benefit and relationship of event marketing and consumer
loyalty as well as promoting firms market

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Research Dissertation – Yushi Zhu
❖ To test the level of proactive of consumers towards firms activities.
Hypothesis 1: Consumers are aware of the events
Hypothesis 2: The events are perceived as positively benefit or close with the community
Hypothesis 3: The event marketing of the firm follows locals’ characteristics; consumers finds
the products are not against their moral, religious beliefs, etc.
Hypothesis 4: The events affect the firm interactions with consumers could be positive such as
promoting relationships or more trustworthy
Hypothesis 5: Knowledge of the events positively affects brand image, consumer’s judgments or
purchasing opinions
As clear objectives are laid out, the aim of the paper will be to analyses the effects of event
marketing on customer’s buying behavior and brand image of Starbucks in China, particularly,
the aim clearly specify the target of the survey and study. Objectives also suggested that
customer’s awareness; responses towards the brand equity and the events, strategies carried
out by Starbuck is critical as it is the fundamental factor to analyze the influence of the tool.

Data Collection and Analysis methods and process
The chapter discuss the methods for the study as different approaches towards the
understanding and analyzing of were applied. It present how the participants were recruited;
the philosophy of the research, selection of the topic for the study as well as the data collection
methods and ethical considerations, justification for the project. Furthermore, sampling
method and the time table for the project is also presented.
Selection of topic
Deciding on the topic for the research is the start for the study since determining an interesting
topic can motivate and inspire the author to work on their analysis and dig deeper into the
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research (fisher, 2010), the topic of the study is the effect of event marketing on Starbucks
operation in China. The topic was inspired by personal preference for the brand as well as its
activities. It was found that the topic itself has many related previous studies which mostly
focus on successful Starbuck is and what determine the success of the firm however, less was
focus on the Chinese market therefore the area of research was decided to be China’s market
particularly in Beijing - the main location of Starbucks in China. Research questions and
objectives mainly focus on determining how Starbucks able to establish brand awareness
through its sponsorship and social media platform; furthermore, it also analyzed the effect of
brand identity and customers behavior.
Philosophy
The study will approach the positivism of the research philosophy as some matters can be
observed and described from an objective viewpoint (Levin, 1988) along with the qualitative
analysis method by Hair, Bush and Ortinau (2008) as the data and information collected from
the surveys and interviews were cautiously recorded, reviewed, checked and analyzed (see
appendix 1). This study aims to understand the effect of event marketing on consumers; as the
result, the study focuses on the customer's’ perceptions and attitude to identify the
phenomenon.
The concern is that the study undertaken should be relevant with the research questions. At
this point, the interpretivist philosophy is needed to understand how communication and
interaction can affect customers’ feeling, loyalty or trust. Approaching the lack of objectivity is
in some cases related to interpretivist research methods. However, the study still adopts the
positivism philosophy, using both qualitative and quantitative method.
Strategy
The mix methods of collecting data will be selected basing on the objectives and research
philosophy. The mix method content both quantitative and qualitative method.

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The study will apply the exploratory research design method which can gather more
information from customer, deeply understand what customer thinks insight (Anderson and
Shattuck, 2011). This exploratory method is used to find or exam the behaviors, motives and
attitudes of participants, allowing for the quality of experience to be explored and discovered
rather than the frequency which is relevant for this project (Easterby-Smith et al, 2008).
Secondary research which is refers to date that has already exists and was collected for
purposes other than the current research (Hair et al., 2009) is crucial in order to understand the
area in a more in-depth analysis. The method is useful to gain a background of customer
behaviors. It is also flexible than having chance to explore into new findings.
The exploratory method have limited in sample size. Thus, for Quantitative research method
will be approached to gather more data from customers by using questionnaire and survey,
which conduct in social media.
Interview data were recorded and written down on specific key notes as well as on facial
expressions and body languages.

Ethical Considerations
To complete the studies of the dissertation, ethical considerations are critical to the general
assessment. It acknowledges the responses of the respondents to the research as it reflects
their true view on the matter. Respondent will need to be aware and understood the process as
well as the purposes of the research, interview, survey, clearly before any further action;
consent and permission from respondents are vital Before conducting the interview,
participants were required to signed the consent forms (appendix) to make sure they’re fully
understand the purpose of the research and its process. Disclosure and confidential about
respondents will follow the requirements in accordance with their needs and permissions. Even
though the research was carefully monitored and carried out under considerations however
from the recruiting of respondents; some of the participants know the author as the responses
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might have been likely to inclined to bias as respondents feel the need to answer the questions
following the idea that it might have been what the author wanted to be.

Limitations
The data was an ongoing process throughout the research for the paper. The information and
analysis was collected may be accurate with the market at the time however there will be
changes on the market or the industry, etc. other factors which could affect the results and the
study to not be highly accurate afterwards. Therefore, new data and research is constantly
required in order for the study to be exact and for the current market, industry situation;
customer’s opinions and preferences.
Another limit to the research is that it heavily relies on geography and the area of research
which could create difficulties to collect all the data from the respondents. Inefficiency or
incorrect data could occur during the time of transfer therefore it is necessary and fundamental
that all the information are double checked if there are any adjustment needed to be made.
New information or new data could be added to the research. Furthermore, empirical findings
will also analyze and compare with other academic resources to avoid prejudice towards the
study in term of differences.
Another thing to consider in term of the validity of the research is that the paper is about the
study of the effect of event marketing of Starbucks firm. Therefore, the research is only
applicable to the firm or the brand respectively or the industry in general. Furthermore, the
research is also limited in comparison with other similar firm in the industry such as the coffee
beans, etc as it only focus on the event marketing, sponsorships, other activities of Starbucks
therefore it might be lack of comparison analysis in general. Moreover, as the paper focus more
on the events of the firm as the result, management analyzing might not be comprehensive.
However, the study discusses and provides more in depth considerations towards the topic.

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Sampling Plan
The study will use random probability sampling technique because of similar population
members to ensure the high degree of representativeness.
Sampling is necessary as due to the objectives of the paper, it critically focus on specific area
which wouldn't be cost and time effective to arrive out survey for an entire country or
population as in accordance with Bryman and Bell (2015) sampling is an effective method to
collect participants in order to further understanding and carry out analysis on the research
objectives.
The sample size would be 50 people who were picked up randomly and variable in group age.
There will be restrictions on the nationality because this study focuses on Chinese citizens only.
In the similar selecting method, 20 people for in-depth interview. The sample didn't specifically
target any ages, sex, occupation, etc. group however other requirement is that they must have
bought products at Starbucks before.as following Saunders at al. (2016), focused sampling or
homogenous sampling in one particular group of targets can lead to the misrepresentative of
an entire category where the collection in opinions and samples are board. Sampling on various
subjects will generate higher chance of getting accurate data on the topic.
The objective of sample size id to collect surveys from 50 Starbucks customers in China
however, during the process, due to lack of time as well as the unwillingness to do the surveys
of consumers, the study was only able to collected responses from 43 participants. However,
despite lack of participations, the responses from respondents were still able to reflect the
majority of consumer’s mind.
The interview will be carried out mostly based on Facebook. Mostly the interview will be what
customers feel about Starbucks so the time will be spent listening to then majorly. Each
interview will be 15 mins also. The survey will strive to get as many of people involved in the
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interview as possible. The interviewees will be contacted through Facebook. The location of the
shop will be Starbuck coffee shop in 19 sanlitun road, chaoyang, beijing, china.The process of
the interview will be through facebook as there are reviews and checkins of customers on the
store facebook. Interviewee will be approach by messages asking to join the surveys and
interviews. If there are not an adequate number of interviewees willing to do the survey, same
method will be used for other store of Starbucks in Beijing as well to try to reach the target. The
facebook

page

of

the

coffee

shop: />
Sanlitun/145004032206016
Helps from other sources would be necessary as well in order to carry out data collection to
meet the requirements and get the adequate numbers of surveyors as Haoster Wong, a
personal friend will do institutions collection to recruit the respondents.

Data collection
Qualitative method
The project designed qualitative research as a tools to give insights for the understandings and
deep knowledge of the effect of event marketing. The data collect from the survey and
interviews will be analyzed basing on the thematic analysis. The analysis focus on summary and
divide the information into the similar themes then using Nvivo 10 as a tool to sort all
information again into same themes. Finally, the results used to build the Thematic Model

which giving a general picture about what customers think.
Quantitative method
The primary data collect by quantitative method in questionnaire structures via Nvivo 10. The
main source of data is about customer in Beijing using Starbucks. The secondary data will be
collected from Starbucks website, previous findings etc.
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Secondary data is described as the ‘data that were collected from other sources then used for a
research project’ (Saunder et. al., 2009). Secondary data is considered critical to the paper as it
provides the study with background of previous research in the matter of the topic considered
with credible resources; comparing the eligible of the research and partially help to determine
the appropriate methodology for the paper. Electronic research were taken through the
school’s library searches were conducted through credible website and reliable sources were
filtered for the accuracy of the research based on academic journals, papers, etc. Careful
considerations of the work were moderated and taken throughout the whole process of
analyzing and researching data. However, for secondary data collection of previous literatures,
some thesis and research were taken from a long time ago which might no longer be irrelevant
or accurate at the time being. Therefore, in recent year research are more considerable
towards the collection of researches and literatures so as careful analyzing of the sources in
order to best promote the accuracy of the projects.

Procedures
Respondents for the interviewed were randomly selected then recruited at the store. Interview
then were executed right at the spot or via Skype. The schedule for interview was assigned for
10 days period as the data collection and transfer need to conduct along with the content,
confirmation and agreement from the participants. Each interview were scheduled for an hour
which took approximately 40-50 minutes to complete. The first step of the interview was
informed the interviewees about the purpose of the study and the reason for the research,

outlining the critical of consent and agreement between both side; stressing that each words
and body languages from the participants will be carefully taken down and analysed in order to
best practice the research. After coming to the agreement, the interview then started and
interviewees was asked to introduce about themselves and their information. General
knowledge of the interviewees about Starbucks was also presented. Credibility of the research
relies heavily on how well the participants know about the firm as the research was carried on.
Respondents were allowed 5-10 mins to talk freely about their experience at the store, what
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their impressions and what do they think about the store in general. After that the interviewer
took the lead and ask participants questions that are related to the analyzing of the chosen
topic. Each interview was strived to determine personal attitude and evaluation towards the
brand; acknowledging how brand awareness affecting their decisions and perceived.
The results from surveys were analyzed after collections. Charts were used in order to make an
easier and more understandable view of the data. Charts were created through a website tool
called Amschart ( Nonetheless, answers and data from surveys
were also collected then analyzed using SPSS.

Action plan/Time Horizon
The research was expanded and conducted for 5 months from May 2016 to 2016, during the
period, participants will be discussed thoroughly the changes and experiences, furthermore, the
study was carried out over a long duration therefore analysis can be more precisely.

Validity and reliability
Validity considers the efficiency of the tools and approaches used for the study and the
accuracy of the analysis while reliability determines the consistency of the research, whether
the findings are the similar and representable (Saunders et al 2016)
The research based on the activities and operations relating to Starbucks. It cannot be

transferred to other firms as it is restricted to the environment and events of Starbucks. Indepth studies among with various methods of data collection were carried out in order to
achieve the highest accuracy of the analysis. The answers and data collected through the
interview were then also checked again for permission as well as proof check before further
analysis. The interviewee answers can be different after time or changes of companies however
if the contexts remain the same, the answers of interviewees will be quite similar if the same
study are to be carried out again.
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Data Analysis
This part of the study set out the study is to show and analyze the results of the research survey
and interview through qualitative and quantitative method. Appropriate method has been set
out and the findings are as below:
Actual sample size: 43
The chosen amount for samples of survey to be collected is 50 however, due to the time frame
of the collection and analysis as well as the limitation in resources, the respondent numbers
collected was only. The respondent number was chosen to be 50 at first as it is higher than the
actual needed amount to analyses the factor however, for more validity as well as to avoid risk
of insufficient respondents, higher selection of samples was decided. However, during the
process, a sufficient amount for further analyzing the topic from the information and data of
the respondents have been collected therefore the initial amount of 50 participants is no longer
necessary therefore only 43 samples were collected. In addition, a method was applied during
the collection process to increase participants interest in doing the interview was to offer to
pay for the respondent’s drinks as it will boost their willingness to take part in the study.
Therefore, it is appropriate to stop the collection process once the sufficient amount of
respondent are collected due to restricted and limited budget.
This part is drawn from the findings and data collected from the interview answers and surveys
collected during the project. It is also contrasted with other papers, literatures and studies to

consider the best understanding and appropriate approach, method and recommendations.
The data collected from participants after transcript will be simplified and reduced for easier
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Research Dissertation – Yushi Zhu
understandings and analysis through the use of coding. Further, iterative approaches were
applied to the analysis process.

Branded Products and Trust
In relation to the brand of the products, respondents have revealed that one reason for product
preference is due to the brand of the products and whether they trust the brand. The
participants were previous customers of Starbucks or in other words, they have used the
products before.
‘Yeah, I’m a regular at the store, my friend took me to this place and I’ve been drinking their
coffee ever since’ (Male, 27)
During the interview, many had stated that the reasons why they choose the product is
because of the brand acknowledgement. For example, respondents said that ‘it is because the
high popularity of Starbucks that they choose to buy its products’ (female, 32); ‘Starbucks has
had great reputations for its drinks and services’ (male, 41).
The idea of a high quality products linked with the brand or that the luxury of buying Starbucks
in relation with the idea of conspicuous consumption. There is no dispute for the crucial value
of the brand and how it majorly affects customers buying behavior.
Respondents believe in the quality of branded products as value as it is more trusted amongst
users. ‘Starbucks brand itself means a lot’ (Female, 21) or as stated by another participant ‘Even
just a cup that has Starbucks written on it is good’ (Female, 18). Brand name is highly
considered by respondents as it reflects the quality of the products as well as the users.
Brand Personality

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Research Dissertation – Yushi Zhu
Brand personality is important towards the construction of brand recognition as it is formed in
the mind of customers. When consumers try to recall the brand, particular, exquisite
characteristics of brand will come up to their mind as part of brand identity (Durgee, 1988).
There are many factors which help to provoke the recognition of brand both emotionally and
physically. In response to the surveys and the interviews, it was found that customers tend to
recognize Starbucks brand through their logo and the color green. Those are the elements that
came up to their recognition even before they saw the word Starbucks.
‘I like the decoration Starbucks has on their cup, it’s simple but also complicated at the same
time. Really intriguing’ (Female, 23)
Starbucks logo itself has a meaning, the twin tailed mermaid in the logo is known as Melusine
and in accordance to Rook (1985), consumers are easier to recognize the brand if it is in relation
with famous public figures however controversial to the research, respondents were able to
realize Starbucks brand logo however none knew or recognized the story behind it - ‘I don’t
really know what the meaning of their logo but I’m interested to know’ (Male, 23)
Firms strive to create own brand identities through various factors; color also represent the
brand personality and have effect on consumer realization (Kargere, 1979). The personality
traits associated with Starbucks are easy going, relaxing, sophistication and purity. These
characteristics also in relate to the brand logo with the two color white and green as stated by
one participant: ‘I like Starbucks logo, it really nice and sophisticated to look at, it also calming
as the color is not too bright and vibrant’ (Female, 16).
Following a study of Millward Brown in 2012; personality traits associated with successful
brands in China are ‘wise, caring, creative, straightforward and brave’; which cover partial the
concept of how Starbucks brand resemble.
Celebrity Endorsement

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