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Table Of Contents

Starbucks as a Hegemonic Brandscape
From McDonaldization to Starbuckification
METHOD
The Meaning of the Local in the Starbucks’ Brandscape
Global structures of common difference/anti-Starbucks discourse
Café Flâneurs/The Buzz
Oppositional Localists/Communal Grounds
A Cup of Capital to Sit (Socially Bounded Preferences)
DISCUSSION
Beyond Brand Image
CONCLUSION
REFERENCES
TABLE 1
PROFILE OF PARTICIPANTS
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Starbucks Brandscape

Starbucks Brandscape

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Published by Yimeng Wang

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Published by: Yimeng Wang on Mar 23, 2011
Copyright:Attribution Non-commercial

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04/29/2013

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