The Impacts of Coffee Features, Coffee Houses, Coffee Advertisements and Brand Trust in Coffee on Coffee Purchasing Behavior
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Yayıncı
Int Management Development Association-Imda
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
This study explores the effects of coffee features, coffee houses, coffee advertisement, brand trust on the coffee purchasing behavior. Analysis results of data collected from 300 Turkish coffee consumers reveal that coffee houses and coffee advertisement increase coffee purchasing behavior. Theoretical and managerial implications are provided.
Açıklama
19th World Business Congress -- JUL 21-25, 2010 -- KTO Karatay Univ, Konya, TURKEY
Anahtar Kelimeler
Kaynak
Critical Issues in Global Business: Lessons From the Past, Contemporary Concerns and Future Trends
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Cilt
19
