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- Title
Measuring Brand Equity on Amazon.com: The Case of Starbucks.
- Authors
Etumnu, Chinonso; Volpe, Richard J.
- Abstract
This study uses novel data to estimate the price and sales rank premium for Starbucks ground coffee on Amazon.com and compares this premium with that of other major ground coffee brands. We find that the price premium for Starbucks ground coffee is 13%-42%, which is higher than the price premium for Dunkin' Donuts, Folgers, and Lavazza brands. We also find that Starbucks commands a sales rank premium of 52%-64%, but the other three premium brands challenge it as the top-selling ground coffee. These results show that Starbucks differentiates itself among major coffee brands, even on Amazon.com.
- Subjects
STARBUCKS Corp.; AMAZON.COM Inc.; COFFEE grounds; BRAND equity; DUNKIN' Donuts LLC; PRICES
- Publication
Journal of Food Distribution Research, 2024, Vol 55, Issue 1, p15
- ISSN
0047-245X
- Publication type
Article