Ep12. Instagram marketing and brand love with Morgan Eckroth
Coffee Literature Review
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Brand Love and Social Media in Coffee Marketing
This chapter explores the dynamics of consumer engagement with coffee brands on Instagram, emphasizing Starbucks' strategy in South Korea. It delves into brand equity components, the balancing act between tangible and intangible brand attributes, and the emotional connections known as 'brand love'. Through case studies and analysis of emerging social media trends, the chapter highlights the challenges and strategies for coffee marketing in the digital age.
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