RSU International Research Conference 2018

Year: 2018

Why Do Customers Buy Coffee at Starbucks, Rather Than Doi-Chaang?

Chomphunot Mongkoltanakul, Edward Bacon, and Amporn Puapradit

Pages: 349-360

Keywords: Starbucks, coffee customer, drinking behavior, brandname, buying behavior, buying decision

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Doi: 10.14458/RSU.res.2018.143