Marketing Research

Pamantasan ng Lungsod ng Pasig
Alkalde Jose St. Kapasigan, Pasig City

College of Business and Accountancy
Impact of Brand image to Customers Loyalty of Starbucks

Company Among Business Administration Students of
A Thesis
Presented to the
Faculty of the Graduate School
In partial Fulfillment
of the Requirements for the Degree
Master of Arts in Education
Major in Educational Administration
By
Angeline Ramos
Ashley Samson
Angelo Santiago
Ahlea Subere
Angela Torres
Nemia Valdemoro
JUNE 2022
i
APPROVAL SHEET
This thesis entitled “Impact of Brand image to Customers Loyalty of
Starbucks Company Among Business Administration Students of Pamantasan ng
Lungsod ng Pasig”, prepared and submitted by Jerome P. Calleja, Catherine
Kate D. Nicavera, Eliza Mel A. Oconer, Michelle Miguelli M. Olaloy, and
Courtney Love T. Santos in partial fulfillment of the requirements for the
degree, Bachelor of Science in Business Administration major in Marketing
Management, has been examined and is hereby recommended for oral
examination.
__________________ DR. JESSIE F. SERGOTE, LFT,
PH.D(c.)
Date Research Adviser
PANEL OF EXAMINERS
Approved by the Oral Examination Committee with a grade of _____, on

______________.
_____________________
Chairman
___________________ __________________
Member Member
Accepted in partial fulfillment of the requirements for the degree,
Bachelor of Science in Business Administration major in Marketing Management.

Dean, College of Business and
Entrepreneurial
ii
ACKNOWLEDGEMENT
The researchers would like to express their deep gratitude and
sincerely extend their thanks to all persons who guide and teach them in
order to produce an adequate and effective
thesis.
To our Almighty God that give us talents, skills, patience, and the
right attitude to make
this study reality.
To our professor in this thesis, Doc. Jessie Sergote, thank you for
helping and guiding us to complete at least half of this chapter. Your
presence is really a big help to make this thesis possible.
To our friends who corrected our grammar and to the advice on what is
the better way that we should do.
To our beloved parent, whom always there to support us and give us
financial support.
Finally, individuals who offered and exhibited emotional support to
the researchers in order for them to successfully complete the study's
objectives will always be acknowledged and appreciated by the researchers.
Thank you so much, and Glory be to God!

ABSTRACT
Nowadays, businesses are seeking for a ways to maintain their
consumers. According to brandsdesign.com, Brand image plays a huge role in
shaping the perception of its consumers. It could be conceived as negative
or positive based on their insights. In addition, brand image created in
customers' thoughts by brand personality is an essential component in
establishing brand loyalty. There is a saying that right before you
introduce your product to the market, there are already 9times out of 10
competitors out there. Indeed, that the better way to differentiate your
product is by having a strong brand image.
Furthermore, Sondoh et al. (2007) has studied about the effect of
brand image on overall satisfaction and loyalty intention in the context of
color cosmetic by distributing questionnaires to 97 female respondents in
Malaysia. They used customer satisfaction as a mediating variable. It is
found that positive brand image could influence customer loyalty so that
they would repurchase more product or service and recommend others to buy
as much as 41.8%. This study also shows that there was positive
relationship between brand image and customer loyalty as much as 35.8%. In
addition, customer satisfaction could also lead to customer loyalty as much
as 21.1%
Overall, the purpose of this study is, therefore, to examine how brand
image can influence customer loyalty as well as impact on customer
commitment to market offering in the market. Additionally, to reach the
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purpose of this research which is to determine the link between brand
personality and consumer loyalty, with brand image acting as a mediator.
TABLE OF CONTENTS
TITLE PAGE........................................................i
APPROVAL SHEET...................................................ii
ACKNOWLEDGEMENTS.................... ............................iii
ABSTRACT.........................................................iv
TABLE OF CONTENTS.................................................v
LIST OF TABLES...................................................vi
CHAPTER I.THE PROBLEM AND ITS BACKGROUND
Introduction.....................................................3
Theoretical Framework............................................6
Conceptual Framework.......................................... ..8
Statement of the Problem........................................11
Hypothesis Tested...............................................12
Significance of the Study.......................................12
Scope and Delimitation of the Study.............................13
Significance of the Study.......................................13
Definition of Terms.............................................14
CHAPTER II. REVIEW OF RELATED LITERATURE
Brand Distinctivenes............................................16
Brand Recognition...............................................18
Brand Personality...............................................20
Customer Satisfaction...........................................21
Branding Consistency............................................22
Synthesis.......................................................23
CHAPTER III.RESEARCH METHODOLOGY
Research Method.................................................24
Population or Sample............................................26
Sampling Technique..............................................27
Stratified Computation..........................................29
Instrumentation.................................................30
Data Gathering Procedure........................................31
Statistical Treatment of Data...................................35
CHAPTER IV. PRESENTATION, INTERPRETATION AND ANALYSIS OF DATA
Demographic Profile............................................36
Identifying the assessment of Starbucks’ Brand Image...........42
Respondents’ extent of Brand Loyalty...........................46
Respondents’ degree of Brand Loyalty...........................47
Test of Significant Influence of Starbucks’ brand Image........48
CHAPTER V. SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS
Summary of Findings.............................................50
Conclusions.....................................................51
Recommendations.................................................53
APPENDICES
Appendix A. Survey Questionnaire…...............................54
Appendix B. Letter to Respondents...............................55
REFERENCES.......................................................56
Chapter I
THE PROBLEM AND ITS BACKGROUND
Introduction
In the present times, competitive firms rarely use tangible strategies
to stay on top of the business industry's competitive side. Hence, they

rely on intangible factors such as brand image to boost customer
satisfaction and strengthen customer loyalty. Brand image is one of a
company's competitive tendencies that plays an important role in promoting
sustainable relationship with the customer. It represents the company’s
product that influence the customers’ perception and loyalty. According to
Zhang (2015), brand image is the primary driver of brand equity, which
refers to a consumer's general impression and feelings about a brand and
influences consumer behavior. Therefore, customers associate the product
through their own representation based on their ideas, beliefs and
impression. The way they perceive the brand influences their purchasing
behavior, which may or may not cause them to keep purchasing. Since the
first thing that the customer will see is the brand, it will generate an
impression to consumers along with the qualities that associated with the
product. It could leave a positive impact and connection to them,
increasing their trust in the brand. In result, it is possible to sell
products without putting too much persuading on customers using different
marketing strategies.
In most business, they hire famous personalities to advertise their
product because it helps them to build strong brand image to make it
remarkable to the potential customers. This strategy is frequently used by
businesses that is new to the competitive side of the industry, as well as
existing companies that wanted to promote new products. For instance,
Starbucks is one of world's largest coffee company in the Philippines. They
already have more than 200 branch in the country and known for their
sophisticated vibe as a coffee shop. Also, they are known for their
expensive coffee that have a lot of varieties for their target market.
Starbucks distinguishes itself by supporting these small, locally owned
farms that would otherwise go unnoticed. Even though they have a lot of
competitors, they still manage to build a strong brand loyalty and brand
image of their company. According to Krumay & Brandtweiner (2010), customer
loyalty is regarded as a critical factor in a company's success, and one
necessary premise for gaining customer loyalty, which is how customers
perceive customer service. Customers who are brand loyal purchase the
preferred brand repeatedly and rarely use alternatives. They are less
vulnerable to price fluctuations and are willing to pay higher price. Since
retaining customers is much less expensive than acquiring new customers,
the characteristics of brand-loyal customers allow businesses to increase
revenues while decreasing marketing expenses.
Furthermore, they extend into new product categories but still the
same brand, and even persuade their peers to buy as well. (Neupane, 2015)
Consumers have various choices in choosing a brand, either local or
international, and how they perceive the products affects their buying
behavior, that is why business position themselves in accordance of
customer’s perceptions. Moreover, when implementing the positioning
strategy, it makes no changes to the main product but instead focuses on
the product's elements. For example, a company may decide to change its
pricing strategy, product name, or packaging. All of these changes are

external to the product and are made to ensure that the desired position in
the minds of the customers is maintained.
These factors establish connections in having a good brand image, which
considers by businesses in order to attract new customers, or gain
customers’ loyalty. Loyal customers tend to stay to one specific brand if
it satisfies them, and if it has a good image.
Therefore, the purpose of the study is to evaluate how brand image
affect customers’ loyalty in purchasing a product.
Theoretical Framework
The brand image is one of the important factors to achieve customer
loyalty. Customers' attitudes and behaviors toward a brand, company, or
service are influenced by the brand image (Chen & Myagmarsuren,2011). This
proves by the brand loyalty compound theory, wherein loyalty is an inherent
trait that is directly related to clients, and it is not always permanent
because customers
may be disappointed (Wu, Liu, & Lu , 2009).The relationship between brand
image and customer loyalty is coherent, hence, it must be compatible and
parallel with each other to achieve consistency of the continuous purchase
of the consumers.
Once Starbucks has effectively ingrained their brand image in the
minds of their customers, the next thing they have to do is to provide
positive experiences, build trust, meet consumers satisfaction, and
communicate their message which is to inspire and nurture the human
spirit. As a result, they will be able to gain brand loyalty if all of
these aspects come together and are appropriately provided to their
customers.
Conceptual Framework
Statement of the Problem
The research will look into the influence of brand image on consumer
loyalty at Starbucks. The goal of the study is to discover if the elements
that impact a customer's loyalty to a brand image are related. By
identifying the components that influence the degree of a customer's
loyalty to a brand, the researchers will be able to evaluate how
significant brand image is in the process of gaining target customers'

trust. Customers may become loyal to a brand if they have positive customer
experiences, their demands are met, and they understand the brand message.
Specifically, it aims to address the following questions:
1. What is the Profile of Marketing students’ respondents in terms
of:
1.1. Sex;
1.2. Age;
1.3. Year level;
1.4. Section; and
1.5. Place of Origin;
2. What is the assessment of choosing Starbucks brand
image in terms of:
2.1. Brand Distinctiveness;
2.2. Brand Recognition;
2.3. Brand Personality;
2.4. Customer Satisfaction; and
2.5. Competitive Advantage;
3.What is the extent of brand loyalty exhibited by the

respondents?
4. What is degree of brand loyalty exhibited by Starbucks
Customers?
5. Is there a significant relationship between brand image and
customer loyalty?
Hypothesis of the study
The hypothesis is tested a .05 level of significance to with: There is
no significance influence of brand image to customer’s loyalty.
Significance of the study
The study is significant because of the various benefits that can help
to the following sectors:
To the Company/Business, the result of this study would help them to
know the effects of brand image on customer satisfaction and loyalty
intention.
To the customers, the study will help them to understand the brand image
of the business, not just only to the business itself but also the impact
to the customer satisfaction and loyalty intention. It would help them more
about the business brand image.

To the future researchers, this research study will be a useful
reference for them who would plan to make any related study. They could
utilize the result of this study as basis for further research.
Scope and Delimitation
The general intent of this study is to know the Impact of brand Image
in Customer Loyalty with the focus on Pamantasan ng Lungsod ng Pasig second
year student from Marketing strand 2A to 2D on why they consistently buy
through brand image of the product.
This study is delimited to selected 25 Pamantasan ng Lungsod ng Pasig
second year student from Marketing strand ranging from 2A to 2D. From each
section, students who are consistently buying the brand image of the
product are randomly selected to fill out survey questionnaires.
Definition of terms
Brand image- The brand image includes intangible and tangible brand
implications. Such as value, convenience and quality including the brand
characteristics
Brand loyalty - Customers that display brand loyalty are committed to
a product or service, as evidenced by their repeated purchases despite
competitors' attempts to entice them away. Companies invest a lot of money

on customer service and marketing to generate and maintain brand loyalty
for an established product.
Sophisticated vibe- meaning clever and knowledgeable about a wide
number of subjects, helping them to comprehend complex situations.
Mediator- mediator describes how an independent variable influences a
dependent variable. It's part of an effect's causal chain, and it explains
how or why an effect occurs. The independent variable causes anything to be
a mediator. The dependent variable is influenced by it.
Ingrained- that has existed for a long period and is therefore
difficult to modify.
Rapport- Rapport is the degree of comfort between the researcher and
the research participants. The quality of the interactions built by the
researcher on the field is referred to as rapport in participant
observation.
CHAPTER II
REVIEW OF RELATED LITERATURE AND STUDIES
This chapter presents the related literature in connection to the
studies. The chapter will serve as a guide and reference in completing
the research and to contribute prior knowledge to the researchers and
future readers. In addition, Thematic approach is the method being used
in organizing the data in this chapter. This strategy is to categorize
and classify various literature sources according to their topic and
theoretical concept. This will include academic journal articles and
books which will be helpful in the development of the study.
Brand Distinctiveness
Brand Distinctiveness is a uniqueness of the brand’s identity from
its competitor that stands out to customer perceptions. It can also be
defined as the pursuit of individual uniqueness in comparison to others,
which is accomplished through the acquisition, use, and disposal of
consumer goods with the purpose of strengthening and developing one's
personal and social identity (Sauer & Ratneshwar, 2012). Hence, brand
distinctiveness builds a strong impression to consumers that they can
differentiate the brand to other by its distinctive assets; logos,
tagline, color, characters, symbols and advertising styles. According to
Byron Sharp (2010), a distinctive asset is anything that shows people
what brand is being offered for sale. The stronger and fresher the links
between these distinctive elements and the brand name, the easier it is
for the consumer to identify the brand. In an instance, Starbucks logo is
recognizable despite only it’s character because of the distinctive
assets like its color and logo which the customers can easily recall and
associates to its brand image. The first thing that comes to the mind of
consumers when they see the distinct elements of the brand reflects on
their perceptions of the brand image of the company. Furthermore,
According to Thi Lan (2018) Identifying the distinctive, unique
characteristics of a destination is necessary for tourism development and
management. After exploring the concept of destination distinctiveness,
this article presents a standardized method for identifying unique and
distinctive place-based attributes of a tourist destination, by comparing
supply and demand views. Using Dalat, a mountain city in Vietnam, as a
case study, this research combines qualitative and quantitative data in
an identification grid that comprises natural, human, infrastructure and
facility factors to reveal the most distinctive attributes of the
destination, which differ depending on the segment of tourists and can
explain tourists’ satisfaction and behaviors. The combination of the most
distinctive attributes with a strong emotional component is important to
the destination's positioning strategy.
Moreover, brand distinctiveness helps to lessen the time of the
consumers to research the proper product and reduces the number of options
they have. In addition, According to Shanker K. (2010) Consumer exposure to
new brand names can occur in contexts with or without brand information
being present. Whereas previous research has examined the effects of brand
name characteristics (association set size and word frequency) on memory in
the presence of brand information, this paper also assesses brand name
effects in contexts without brand related information and extends it to
brand consideration and choice. Two different processes are found to be
operating as consumers retrieve brands and make a choice. Recall seems to
benefit from a distinctiveness-based route, which also guides consideration
and choice. In contrast, implicit memory is influenced by familiarity, with
corresponding consideration and choice effects. The implications are that
firms’ choice of brand names and media needs to consider the combination of
brand name characteristics that will lead to desired outcomes vis-à-vis
distinctiveness or familiarity based processes.
Recognition
One of the most well-known brands in the world is Starbucks. Because
of the quality of their marketing and their dedication to maintaining
brand consistency, their brand recognition has reached epic heights.
According to Toni-Matti K. (2010). The present paper examines how
companies strategically employ design to create visual recognition of
their brands' core values. To address this question, an explorative in-
depth case study was carried out concerning the strategic design efforts
of two companies: Nokia (mobile phones) and Volvo (passenger cars). It was
found that these two companies fostered design philosophies that lay out
which approach to design and which design features are expressive of the
core brand values. The communication of value through design was modeled
as a process of semantic transformation. This process specifies how
meaning is created by design in a three-way relation among design
features, brand values, and the interpretation by a potential customer.
Another result is that the embodiment of brand values in a design can be
strategically organized around lead products. Such products serve as
reference points for what the brand stands for and can be used as such
during subsequent new product development (NPD) projects for other
products in the brand portfolio. It therefore had to apply its design
features more flexibly over its product portfolio, and in many of its
designs the relation between design features and brand values was more
implicit. Six key drivers for the differences between the two companies
were derived from the data. Two external drivers were identified that
relate to the product category, and four internal drivers were found to
stem from the companies' past and present brand management strategies.
These drivers show that the design of visual recognition for the brand
depends on the particular circumstances of the company and that it is
tightly connected to strategic decision making on branding. These results
are relevant for brand, product, and design managers, because they provide
two good examples of companies that have organized their design efforts in
such a way that they communicate the core values of their brands. Other
companies can learn from these examples by considering why these two
companies acted as they did and how their communication goals of product
design were aligned to those of brand management.
Brand Personality
Brand personality offers purchasers something with which they could
relate to which effectively will increase brand awareness, reputation and
brand loyalty. By setting up a brand personality, businesses can form
emotional bonds with their purchasers. Starbucks states that they believe
a coffeehouse should be a welcoming, inviting and familiar place for
people to connect (Starbucks Coffee Company,2014). Starbucks has designed
their stores to reflect these unique characteristics. When a purchaser
views Starbucks logo personality as having strong stages of favorability,
originality and clarity, they are much more likely to buy from their
brand. This study explored brand personality dimensions and examined the
effects of brand personality on repurchase intentions. Starbucks and 85
Degrees, the two largest branded coffee chains in the Taiwanese
hospitality market, were taken as examples. The results indicated the
existence of a five-factor model of brand personality for both Starbucks
and 85 Degrees. Starbucks was perceived as being exciting, sophisticated,
and sincere; 85 Degrees was perceived as being exciting. More
importantly, the perceived personality traits of Starbucks and 85 Degrees
can positively influence repurchase intentions. Finally, this study
provides specific suggestions for practitioners in developing appropriate
strategies for hospitality brands.

Customer Satisfaction
Brand image is the modern perception of the customers regarding the
product. It can be defined as exclusive package in the minds of targeted
customers. It gives the positioning to the product in the market. Brand
image is basically set of beliefs and faith of the customer, and it
basically generated when the customer has complete knowledge regarding
their product/ service. When the customer is completely aware of the pros
and cons of the product then it emotionally attached with them but it’s a
mental game because it is very important to tackle your targeted audience
through marketing strategies. It serves the company mission and vision
statement and helps the organization to complete its all goals and
objectives effectively. Company’s artifacts express organization’s
reputation, motto relating organization’s business objectives and in
streamline with the prime values of organizations which are core elements
of positive brand image. So images can be evaluated beside the several
orientation points like brand image, social perspective and public image to
influence the consumer of the product in order to trigger the brand
awareness and brand loyalty. Hard hitting brand war facing by several
companies with each other in Pakistan for getting maximum market share.
Affordable prices with best quality product or brand can help the company
to get maximum share. Organizations may be able to obtain positive brand
image and brand positioning by providing best quality brand through
advertisement. Brand image is one of the most influential factors for the
succession rate of the business (Nasar et al., 2012). Brand image is the
overall impact in the customer minds that is developed through different
sources. Public relation, social networking creates positive brand image of
the product and its major chunk depend upon the community perception
regarding the product/ services. The personal perception of association’s
bundle a reputation is built of the organization through it enhances its
portfolio by maximizing its profitability. In Pakistan few research has
been conducted on the brand image regarding the different outcomes’
customer retention, customer satisfaction, loyalty and turnover. But the
purpose of this study is to examine the mediating relationship of customer
satisfaction between brand image and customer retention. In the previous
literature the link has already been discussed that customer satisfaction
has significant relationship with the brand image and customer retention.
On the basis of previous literature following hypothesis were developed.
Branding Consistency
The brand image occupies an important position in the minds of
consumers and refers to consumers’ knowledge and evaluation of a brand
(Wu, Chao, & Yen, 2015). Therefore, brand’s Image consistency is one of
the most important components of managing the consumer-brand relationship.
This ensures that the brand is easily recognizable across marketing
platforms. Thus, Brand consistency is a must for any company that wants to
build brand recognition and foster trust among their target audience, and
that means that brand consistency is essential for every business ("Brand
Consistency", n.d).Consumers tend to easily discern the product by its
brand image if it is consistent and coherent. In addition, Supriyono
(2010:102) address that the logo is like the face and character of the
company. It is something that a consumer will always remember. Moreover,
Kusrianto(2007:233) conveys the logo can create strong belief which later
can build trust and ownership. Hence, Starbucks' logo despite the
alterations the have made throughout the year, they maintained it as a
circular shape and its iconic twin tailed siren logo that has been
ingrained in the minds of consumers. Starbucks' consistency to their
branding and their content is what puts their marketing strategy over the
top (Bergstrom, 2021). Thereby, Starbucks' brand image is considered as
being the most iconic logo design seen in the history.
Synthesis
In today's highly competitive business markets, a consumer's loyalty
to a brand often adds reassurance to the company's stable and lasting
position in the marketing world. In today's fast-changing world, brands
must maintain strong marketing strategies in order to keep their current
buyers interested as well as capture the eye of new buyers. Brand loyalty
after all, is the consumer's conscious and unconscious decision, expressed
through intention or behavior, to repurchase products from a brand
continually. This study increased the priority placed on branding by
marketers in recent years and offers an opportunity for consumer
researchers to provide valuable insights and guidance. In particular, in

highly competitive marketplaces, marketers often must link their brands to
other entities, for example, people, places, things, or other brands, as a
means to improve the impact of brand image to customers loyalty in
Starbucks. It is essential here in developing strong brand equity and
therefore competing successfully in the market. Getting the brand fused
into customers’ minds, it will raise the barrier to other future
researchers. It can achieve similar results through more informal
discussions where organizations can gauge the general beliefs and attitudes
towards a brand image, and from there, gain an understanding of the overall
strength and nature of the brand image.
CHAPTER III
RESEARCH METHODOLOGY
This chapter reveals the methods of research to be employed by the
researchers in conducting the study which includes the research
methodology, sampling technique, research instrument, and its development
establishing its validity and reliability, as well as data gathering
procedures.
Research Methodology
Descriptive research covers some subtypes of research methods such as
survey, correlation study, qualitative study, or content analysis. These
subtypes are different not in the data availability, but in their

procedures of data collection and/or analysis. (Atmos Wardoyo, Haryanto.
2010).
The data set is the collection of responses to the survey. Descriptive
statistics to find out the overall frequency of each activity distribution,
the averages for each activity central tendency, and the spread of
responses for each activity variability. To describe characteristics of the
responses, such as the average of one variable (e.g., age), or the relation
between two variables (e.g., age and year level).
Population or sample
In this study, the researchers will use stratified sampling technique
to obtain the sample. According to Fink, 1995 and Henry, 1990, stratified
sampling was used as the sampling method as preferred method to reduce
biasness. This technique divides a certain population into small sub-groups
of sub-categories since our research consists of a large amount of
population, it is possible for this study since it is convenient to use,
and this method can divide the population into smaller groups. The
researchers can use the natural dividers in all marketing college students
in Pamantasan ng Lungsod ng Pasig per year level to easily allocate the
participants. In addition, stratified sampling has its major advantages
that allows the researchers to fulfill the needs of the research by
choosing stratified sampling that can lower the chances of sampling bias.
Furthermore, it can improve the quality of data collected from research

participants.
In order for the researchers to compute possible respondents, they
must first define the population size and subgroups. It will begin by
choosing characteristics that can be used since the population size can
only be placed in one group. Hence, in this research, it concludes that
the year levels will be the subgroup. Due to safety precautions and
restrictions the researcher decided to have total of 100 respondents from
first to fourth year marketing students of Pamantasan ng Lungsod ng Pasig.
Sampling Technique
In this study, the researchers will use stratified sampling technique
to obtain the sample. According to Fink, 1995 and Henry, 1990, stratified
sampling was used as the sampling method as preferred method to reduce
biasness. This technique divides a certain population into small sub-groups
of sub-categories since our research consists of a large amount of
population, it is possible for this study since it is convenient to use and
this method can divide the population into smaller groups. The researchers
can use the natural dividers in all marketing college students in
Pamantasan ng Lungsod ng Pasig per year level to easily allocate the
participants. In addition, stratified sampling has its major advantages
that allows the researchers to fulfill the needs of the research by
choosing stratified sampling that can lower the chances of sampling bias.
Furthermore, it can improve the quality of data collected from research

participants.
In order for the researchers to compute possible respondents, they
must first define the population size and subgroups. It will begin by
choosing characteristics that can be used since the population size can
only be placed in one group. Hence, in this research, it concludes that
the year levels will be the subgroup. The population size is equivalent to
880 students and a margin error of.05. Using the slovins formula, a total
of 275 students, from the first to fourth year of marketing, are the sample
size. From first to fourth year, the researchers estimated the numbers of
students as 260, 240, 200, and 180, respectively, to be potential
respondents. To include the researchers, they assumed that the higher-level
grade is less because there are instances when students drop out.
Moreover, to get the exact proportion of respondents for every year,
researchers came up with the solution for the first year, which is 260
divided by 880 multiplied by 275, which is 81. In the second year, 240
divided by 880 multiplied by 275 is 75. In the third year, 200 divided by
880 multiplied by 275 is 63. Lastly, the fourth year, which has a
population of 180, is divided by 880, then multiplied by 275, which equals
56.
STRATIFIED SAMPLING COMPUTATION:

Instrumentation
The research instrument used in the study is survey forms (Likert
questionnaire). It is constructed in such a way that it can accurately
measure the target data under inquiry and ensure that the study findings
are relevant. This would considerably improve the research findings'
creditability, particularly if the study is replicated by different
investigators under the same circumstances.
Survey forms are systematically prepared forms that contain a series
of questions that are intended to get and produce answers from respondents.
The questions used are related to the statement of the problem of the study
to gather answers accurately. At the first part of the survey form, the
questions are all about the respondent’s demographic profile. Including
their age, sex, year level, and section. These questions are also related
to the statement of the problem and are highly relevant. At the second
part, Likert scale is used. A Likert scale is commonly used to measure
attitudes, knowledge, perceptions, values, and behavioral changes. A

Likert-type scale involves a series of statements that respondents may
choose from in order to rate their responses to evaluative questions (Vogt,
1999). In the Likert scale inside the survey, there’s a 4 Likert items
(strongly agree, agree, disagree, strongly disagree) in the column that
corresponds to every variable that relates to assessment of choosing brand
Starbucks image. These are Brand Distinctiveness, Recognition, Competitive
Advantage, Brand Personality and Customer Satisfaction. It can be seen on
the researcher’s statement of the problem. The validity of the survey
questionnaire has been tested by consulting the opinions of 5 specialists
in the field of marketing. This is to ensure that the data needed is
credible and aligned with the study.
Part 2 would be quantified using the following relative values:
SCALE RANGE VERBAL INTERPRETATION
4 3.50-4.00 Strongly Agree (SA)
3 2.50-3.49 Agree (A)
2 1.50-2.49 Disagree (D)
1 1.00-1.49 Strongly Disagree (SD)
Part 3 would be quantified using the following relative values:
SCALE RANGE VERBAL INTERPRETATION

4 3.50-4.00 Very Likely (VL)
3 2.50-3.49 Likely (L)
2 1.50-2.49 Unlikely (U)
1 1.00-1.49 Very Unlikely (VU)
Data Gathering Procedure
Researchers of this study allotted our time, efforts, and cooperation
to developing questionnaires with explicit words so as to serve the
researcher's intended respondents. The survey being implemented was done
using suitable questions modified from related research and individual
questions formed by the researchers. The survey questionnaire design
consists of two types of survey questions, such as closed-ended questions
for demographic profiling and 4-point Liker scale questions. Most of them
are constructed questions to which the respondents are able to respond. The
researcher chose forced Likert scale to require respondents in providing
specific answers. This rating system that does not have an Undecided,
Neutral, doesn't know, or No opinion choices to get the most specific
responses.
After our professor has approved the questions to ask, questionnaires
will be distributed to 81 marketing students from the first year, 75 from
the second year, 63 for the third year, and 56 for the fourth year, for a
total of 275 respondents. The participants had also allotted their valuable
time to answer the questions that the researchers asked.
The data gathered from this research instrument was collected and
organized according to the answers responded to by the participants.
Statistical Treatment of Data
The data gathered was properly organized for statistical treatment
using the following statistical tools:
1. Frequency. This was employed in the first and second part of the
questionnaire to guide in the responses of the respondents in SOP1 and
SOP2. This was used in presenting the profile of the respondents in terms
of gender, age, marital status, employment status, monthly
income/allowance,
and degree of factors affecting impulse behavior of the respondents.
Relative frequency will be computed using the following formula:
Where:
RF = relative frequency
F = frequency
N = total number of respondents

2. Weighted Mean. This was utilized for the measurement of the respondents’
assessment on the second part of the questionnaire in assessing the
respondents’ degree of impulse buying behavior.
Weighted Mean was computed using the formula below:
Where:
WM = Weighted Mean
= summation
f = frequency
x = weight
n = total number of respondents
3. T-test (One-way ANOVA). This was used to determine if there is a
significant difference on the impulse buying behavior exhibited by the
respondents when grouped according to age and gender. All scores were
tabulated into the Excel sheet and the data was analyzed using the data
analysis tool.
The formula is shown below:
Level of Significance: α = 0.05
df = 2 and 104
CHAPTER IV
PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter discusses the outcomes and interpretations of the data
acquired in accordance with the research problems are covered in this
chapter. These are presented in tables following the sequence of the
specific research problems are in accordance with the order being stated
in the Statement of the Problem.
1. Demographic Profile
1.1 Sex
TABLE 1. Sex of the Respondents
Sex Frequency Percentage

24%
Male 36
Female 114 76%
TOTAL 150 100%

This study assesses the Impact of Brand Image to Customers
Loyalty of Starbucks Company Among Business Administration Major in
Marketing Students of Pamantasan ng Lungsod ng Pasig. The table 1
shows percentage distribution of gender in survey participants. The
116 respondents which is equivalent to 76% of the participants were
female and the remaining 24% of the participants were male. Among
the participants the majority respondents are female.
1.2 Age
TABLE 2. Age of the Respondents
Age Frequency Percentage

18 years old 4.7%
7
and below
19 to 21
101 67.3%
years old
22 to 24 18.7%
28
years old
25 to 27 2%
3
years old
28 years old
11 7.3%
and above
TOTAL 150 100%
Table 2 shows the percentage distribution of age in
survey participants, were we have five dimensions of age
level, 18 years old and below, 19-21 years old, 22-24 years
old, 25-27 years old and 28 years old and above. The 67.3%
of the participants were 19-21 years old, 18.7% of the
participants were 22-24 years old and 7.3% of the
participants were 28 years old and above. Among all the
participants the majority respondents are in the age of 19-
21 years old.
1.3 Year Level
TABLE 3. Year Level of the Respondents
Year Level Frequency Percentage

14.7%
1st year 22
Table
2nd year 53 35.3%
3
3rd year 55 36.7%
shows
4th year 20 13.3%
the
TOTAL 150 100%

percentage distribution of year level, 1st year up to 4th year
which has four dimensions of year level. For the 1st year it is
equivalent to 14.7%, 2nd year has 35.3%, 3rd year 36.7% and 4th
year has 13.3%. In conclusion most of the respondents are from 3rd
year level.
1.4 Course and Section
TABLE 4. Course and Section of the Respondents
Course and Frequency Percentage

Section
BSBA 23.3%
35
MARKETING A
BSBA
33 22%
MARKETING B
BSBA 18.7%
28
MARKETING C
BSBA 28.7%
43
MARKETING D
BSBA 7.3%
11
MARKETING E
TOTAL 150 100%
Table 4 is divided up to five dimensions of course and section.
BSBA marketing A has 23.3% in total BSBA marketing B has 22%, BSBA
marketing C has 18.8% BSBA Marketing D has 28.7% and lastly BSBA
marketing E has 7.3%. In conclusion above all the participants
majority are from BSBA marketing D which has 28.7% in total.
2. Identifying the assessment of Starbucks' brand image
2.1 In terms of Brand Distinctiveness
TABLE 6. Respondent’s Assessment on Choosing Starbucks’
Brand Image in terms of Brand Distinctiveness
Brand Distinctiveness Mean Interpretation Rank

1. I can distinctly 3.52 Strongly Agree 3
identify Starbucks’
brand.
2. I can easily identify
3.75 Strongly Agree 1
the logo of Starbucks
3. I usually distinguish
Starbucks
3.21 Agree 5
when I see the color
green.
4. I can easily recognize
Starbucks’
3.55 Strongly Agree 2
packaging among the
competitors
5. I can easily remember
Starbucks’ 3.28 Agree 4
tagline.
Overall Weighted Mean 3.46 AGREE
Table 6 presents the respondents assessment of Starbucks’ Brand
Image for Brand Distinctiveness. Data Reveals that the majority of the
respondents strongly agree with item number 2 with the mean of 3.75,
item number 4 with a mean of 3.54, with item 1 with the mean 3.52 and
item number 5 with a mean of 3.28 as the highest strategies used by
Starbucks’ brand image. The lowest rank is item number 3 with a mean of
3.20 which indicates that the respondents usually distinguish Starbucks
when they see the color green.
According to Klopper & North, (2011) a relevant example in the
retail sector in South Africa is where consumers who are loyal to the
brands within the JD Group are not aware that such brands belong to one
brand-oriented organization. This study will be useful in assessing if
such brands are sufficiently distinctive in order to achieve the
branding strategy objectives of the JD Group as this organization has

opted for brand orientation as a strategic option. This study intends
to positively contribute to the scholarship of brand orientation and
brand distinctiveness in South Africa as an emerging market. It also
aims to provide a scholarly view on the relationships between the three
constructs, and how they relate to brand distinctiveness
2.2 In terms of Brand Recognition
TABLE 7. Respondent’s Assessment on Choosing Starbucks’ Brand
Image in terms of Brand Recognition
Brand Recognition Mean Interpretation Rank

1. I am always aware
of Starbucks 3.54 Strongly Agree 2
brand
2. I am aware of the
characteristics 3.27 Agree 4
of the Starbucks
3. I can always
remember the logo 3.61 Strongly Agree 1
of the Starbucks
4. I am well informed
of Starbucks’ 2.65 Agree 5
mission and vision
5. I can recognize
Starbucks among its 3.43 Agree 3
competitors
Image for Brand Recognition. Data Reveals that the majority of the
respondents agree with item number 3 with the mean of 3.61, item number 1
with a mean of 3.54, item number 5 with a mean of 3.42 and item number
2 with a mean 3.27 as the highest strategies used by Starbucks’ brand
image. The lowest rank is item number 4 with a mean of 2.65 which
indicates that the respondents are well informed of Starbucks’ mission
and vision.
According to Ovidiu M. (2015) Brand awareness, as one of the
fundamental dimensions of brand equity, is often considered to be a
prerequisite of consumers’ buying decision, as it represents the main
factor for including a brand in the consideration set. Brand awareness
can also influence consumers’ perceived risk assessment and their
confidence in the purchase decision, due to familiarity with the brand
and its characteristics. On the other hand, brand awareness can be
depicted into at least two facets unaided (brand recall) and aided
(brand recognition) each of the two facets having its more or less
effective influence on buying decision and perceived risk assessment.
This paper tries to reveal, on one hand, the importance of unaided
brand awareness when it comes to consumers’ buying decision and, on the
other hand, the importance of aided brand awareness when assessing the
perceived risk associated with the purchase. The analysis is conducted
in a comparative manner, considering the case of durable versus
nondurable products, and with focus on urban Romanian consumers.
2.3 In terms of Brand Personality
TABLE 8. Respondent’s Assessment on Choosing Starbucks’ Brand

Image in terms of Brand Personality
Brand Personality Mean Interpretation Rank

1. Starbucks is honest
3.31 Agree 5
towards its clients
2. Starbucks is
sincere towards its 3.32 Agree 4
consumers
3. Starbucks is
3.33 Agree 3
customer centered.
4. Starbucks is
stylish, trendy and 3.53 Strongly Agree 1
quality-orientated.
5. Starbucks embodies
its sophisticated 3.51 Strongly Agree 2
image
Image for Brand Personality. Data Reveals that the majority of the
respondents agree with item number 4 with the mean of 3.53, item number
5 with a mean of 3.51, item number 3 with a mean of 3.33 and item
number 2 with a mean 3.32 as the highest strategies used by Starbucks’
brand image. The lowest rank is item number 1 with a mean of 3.30 which
indicates that the respondents Starbucks is honest towards its clients.
According to Reshma K.(2011) The study findings suggest a
conceptual model that combines the theories of brand personality with
the necessary dispositional variables to explain the customer’s loyalty
processes. This model also rises to the marketing challenge of building
long-term consumer relationships. Customer’s loyalty, therefore, might

be strengthened or retained by keeping in consideration various other
factors through communicating a good brand relationship by involving
the concept of brand personality, thus enhancing the customer
relationship building with social and resource exchanges and thus
positively affecting the satisfaction of the customer.
2.4 In terms of Customer Satisfaction
Brand Image in terms of Customer Satisfaction
Customer Satisfaction Mean Interpretation Rank

1. I trust the quality
of the products of 3.47 Agree 1
this brand
2. I feel satisfied
with the products of 3.38 Agree 3
Starbucks
3. I prefer Starbucks
over other brands in 3.05 Agree 5
the same category
4. I consider
Starbucks as an
elegant brand that I 3.39 Agree 2
would recommend to
friends
5. I would recommend
Starbucks to others to
my relatives and 3.35 Agree 4
friends for its
sophisticated image
Table 9 presents the respondents assessment of Starbucks' Brand
Image for Customers Satisfaction. The data Reveals that the majority of
the respondents strongly agree with item number 1 with the mean of
3.47, item number 4 with a mean of 3.39, item number 2 with a mean of
3.38 and item 5 with mean of 3.34 as the highest strategies used by
Starbucks' brand image. The lowest rank is the item number 3 with a
mean of 3.05 which indicates that they trust the quality of the
Starbucks.
According to Tao, (2014). Customer loyalty, extending the life
cycle of a consumer, extending the life of items purchased by the
customer, and positive word of mouth communication are all benefits of
increased customer satisfaction. When a customer is pleased with a
company's product or service, they are more likely to buy from them
again and to suggest their products or services to others. It is
impossible for a firm to grow if it ignores, or disregards client
wants.
2.5 In terms of Competitive Advantage
Brand Image in terms of Competitive Advantage
Competitive Advantage Mean Interpretation Rank

1. Starbucks has a
unique selling 3.44 Agree 4
proposition
2. Starbucks is my
first choice for my
food and beverages in 2.85 Agree 5
comparison with the
other brand.
3. Starbucks coffee and

drinks have
always been premium
products, and customers 3.36 Agree 3
are generally willing
to pay higher prices
for quality.
4. Starbucks has
constantly innovated
3.47 Agree 5
its menu of coffees,
drinks and food.
5. Starbucks has used
new internet technology
to connect with 3.29 Agree 4
customers in a very
direct way.
Table 10 presents the respondents assessment of Starbucks'
Brand Image for Competitive Advantage. The data Reveals that the
majority of the respondents strongly agree with item number 1 with the
mean of 3.44, item number 3 with a mean of 3.36, item number 4 with a
mean of 3.35 and item 5 with mean of 3.29 as the highest strategies
used by Starbucks' brand image. The lowest rank is the item number 2
with a mean of 2.85 which indicates that the Starbucks has a unique
selling proposition.
According to Zacca, Dayan, and Ahrens (2015), Small firms
failed because of a lack of commodity marketing and an inability to
react to the changes required to sustain a competitive advantage.
According to Bigliardi (2013) stated that innovation has become a key
means for businesses to achieve a competitive advantage in the economy.

The author demonstrated through empirical evidence that increasing a
company's level of innovation leads to increased financial performance.
3. Respondents’ Extent of Brand Loyalty
TABLE 11. Extent of brand loyalty exhibited by the respondents
Extent of Brand Loyalty Mean Interpretation Rank
1. Starbucks is a
3.44 Likely 1
premium cup of coffee
2. Starbucks’ food and

beverages are actually 3.36 Likely 3
tasted delicious.
3. Starbucks’ packaging
are
3.39 Likely 2
very convenient to use
and take-away.
4. Starbucks’ menu is
3.25 Likely 5
reasonable
5. Starbucks label is
attractive 3.36 Likely 4
and user-friendly
Overall Weighted Mean 3.36 LIKELY
Table 11 shows the respondents’ extent of brand Loyalty to Starbucks.
Data reveals respondents likely agreed that indicates the extent of the
brand loyalty in terms of Premiumness (Likely), Appetite for the product
(Likely), Convenience of the Packaging (Likely), Starbucks’ menu (Likely),
and Attractiveness of the label (Likely). There were no respondents who
disagreed with these terms by overall weighted mean 3.36 which implies that
the perceived quality and overall significant factors has to do with they
loyalty of the consumer.
According to Mahmud & Gope (2012), Brand Loyalty is the consumer's
conscious or unconscious decision, expressed through intention or behavior,
to repurchase a brand continually. It occurs because the consumer perceives
that the brand offers the right product features, image, or level of
quality at the right price. Hence, in order to create brand loyalty,
advertisers must break consumer habits, help them acquire new habits, and
reinforce those habits by reminding consumers of the value of their
purchase and encourage them to continue purchasing.
4. Respondents’ degree of Brand Loyalty
TABLE 12. Degree of brand loyalty exhibited by Starbuck
Customers
Degree of Brand Mean Interpretation Rank

Loyalty
1. How likely are you
to recommend 3.31 Likely 2
Starbucks’ services?
with overall product 3.4 Likely 1
performance?
to keep patronizing 3.12 Likely 5
Starbucks?
to convince others to 3.13 Likely 4
patronize Starbucks?
3.14 Likely 3
to switch to a
competing
organization?
Overall Weighted Mean 3.22 LIKELY
Table 12 presents that respondents’ degree of brand loyalty to
Starbucks. Data reveals that majority of the respondents likely agreed upon
the degree of Brand Loyalty with all of the items in overall weighted mean
3.22 which indicated that the respondents are willing to recommend the
product and convince other to also patronize it given its product
performance.
According to Sasmita and Suki (2015), that the characteristic of loyal
customer is preference and consistency to purchase a product or service
while the importance of loyal customer also thought to act as information
channels, informally linking networks of friends, relatives and other
potential customers to the product. Thus, quality service creates
satisfactions for customers and keeps them continually committed and loyal
customers, which is a driving force behind its customers advocacy behavior;
by telling friends, colleagues and relatives about the value embedded in
the product.
5. Test of Significant Influence of Starbucks’ brand image Agreed by
the Respondents to customer’s loyalty
TABLE 13. Test of Significance
INDEPENDENT VAR DEPENDENT VAR PEARSON CORR PVALUE INTERPRE

Brand Extent of NOT

0.498741192 0.2617508
Distinctiveness Brand Loyalty SIGNIFICANT
Degree of NOT
0.386362295 0.7715360
Brand Loyalty SIGNIFICANT
Competitive Extent of NOT

0.54644846 0.9844204
Advantage Brand Loyalty SIGNIFICANT
Degree of NOT
0.524914089 0.5059524
Brand Extent of
0.74343055 0.0000258 SIGNIFICANT
Personality Brand Loyalty
Degree of NOT
0.59165693 0.6004959
Customer Extent of
0.730787044 0.0022041 SIGNIFICANT
Satisfaction Brand Loyalty
Degree of
0.667845978 0.0482676 SIGNIFICANT
Brand Loyalty
Competitive Extent of NOT

0.682658981 0.3044204
Advantage Brand Loyalty SIGNIFICANT
Degree of
0.713189753 0.0000524 SIGNIFICANT
Brand Loyalty
Brand loyalty plays a fundamental role in enhancing the consumer brand

extension attitude. Consumer brand loyalty mediates the relationship of
brand affect, brand trust and brand image to customers brand extension
attitude (Anwar et. Al, 2011).
Table 13 shows if Starbucks’ Brand Image has a significant
relationship in the extent and degree of brand loyalty. Data reveals that
brand distinctiveness is not significant when it comes to the extent of
brand loyalty since the P-value of the dependent variable is 0.26, greater
than .05, It only means that Brand distinctiveness doesn’t effects on how
willingly the consumers are loyal in purchasing the product repeatedly. On
the contrary, data depicts that there’s no significant relationship when it
comes to the degree of brand loyalty which has a 0.77 P-value (<.05) which
means that it doesn’t significantly affect the degree of brand loyalty.
A study by Soyon et al (2012), shows that packaging or product
appearance information, as well as user and usage imagery, are attributes
that reflect what a consumer thinks the product or service is or has and
what is involved with its purchase or consumption. It is one of the reasons
why consumers keep purchasing the product because of its distinct
packaging, taste, and vibe. However, consumers do not purchase it from to
time because it only a have selected target market.
The Data reveals that brand recognition is not significant when it
comes to the Extent of Brand Loyalty since the P-value of the variable is
0.98. It only means that Brand Recognition do not affects how willing the
customer is to be loyal to the brand in purchasing the product repeatedly.
On the side, data shows that there is no significant relationship when it
comes to the degree of brand loyalty which has 0.50 P-value.
According to Byron S. (2019) competition is largely about competitive
matching rather than avoiding competitors by delivering differences. In
fact, his study shows that “most of the successful brands in the world have
very low perceived differentiation, yet they have loyal customers, they
earn profits, and many of them have done so for many decades. And will
continue to do so, and with low perceived differentiation.
In Brand Personality, it reveals that there is significant when it
comes to the extent of Brand Loyalty since the P-value of the variable is
0.00. It only means that Brand Personality affects how willing the customer
is to purchase the product repeatedly. On the contrary, data depicts that
there is no significant relationship when it comes to the degree of brand
loyalty which has 0.06 p-value which means it does not affect the degree of
brand loyalty.
According to Eun L. (2015) the congruence between brand personality

and self-image increases not only consumer satisfaction but also the
consumer-brand relationship. For high involvement products the consumer-
brand relationship quality mediates the effect of satisfaction on
consumers’ brand loyalties, but for low involvement products satisfaction
directly influences brand loyalty.
The P-value for Customer Satisfaction reveals that there’s significant
relationship in terms of extent and degree of Brand Loyalty. Customer
satisfaction in the extent of brand loyalty has the P-value of 0.00. While
P-value of Customer Satisfaction in degree of brand loyalty is .04, which
indicates that Customer Satisfaction is possibly affects the extent and
degree of brand loyalty. According Zohaib et al (2014), brand loyalty can
be increased by the satisfaction of customer and repeat the purchase of the
same product services. Products repurchase and consumption result in two
types of loyalty: loyalty to purchase and loyalty to attitude or conduct.
It may be assessed whether consumers will acquire those services or switch
to others that are more desirable. In a very competitive market, any
organization may advance to a higher degree of advantage by obtaining
customer happiness. It is a sensation that any buyer experiences after
purchasing and using a product, regardless of whether the goods and
services satisfy their expectations.
In addition, the data shows that Competitive Advantage has a
significant effect in terms of the degree of brand Loyalty with the value
of 0.00. It only means that competition in the same industry, which is
coffee shop has an effect on consumers purchasing the product repeatedly.
While the extent of loyalty has no significant effect on Competitive
Advantage with a p-value of 0.30. It is a significant note that the
majority of the respondents agreed on valuing the retention of products and
recommending it to others which strengthens the brand loyalty of consumers.
A study from Arslan (2020) shows that the idea of customer loyalty
covers all efforts to develop personal connection with current customers,
customer loyalty programs, and customer loyalty to achieve long-term
profitability. Because of the effects of global competition, firms have

placed a greater emphasis on client loyalty. It is vital to build a long-
term one-to-one relationship with clients in order to create customer
loyalty. Businesses may generate customer loyalty by implementing a
customer-oriented corporate culture, forming connections with consumers
based on trust and value sharing, and delivering bespoke goods tailored to
each customer.
CHAPTER V
SUMMARY OF FINDINGS, CONCLUSION AND
RECOMMEENDATIONS
This chapter presents the conclusions derived from the findings of

this study on the Impact of Brand Image to Customers Loyalty of Starbucks
Company Among Business Administration Students of Pamantasan ng Lungsod ng
Pasig. The conclusions were based on the purpose, research questions and
results of the study.
The implications of these findings and the resultant recommendations
will also be explained. Recommendations were based on the conclusions and
purpose of the study.
Summary of Findings
Based on the research conducted, the following findings are specified
as follows:
1. Demographic Profile
1.1 Sex
The majority of the respondents are Females and only females
responded. Hence, it only means that the survey results has no
significant impact in brand image to customers brand loyalty.
1.2 Age
The respondents are mainly 19-21 years old. It only means that no
matter what the age of the respondents, it doesn’t affect the
relationship between brand image and customers’ brand loyalty.
1.3 Year Level
Most of the respondents are from 3rd year level in the
Pamantasan.In conclusion, it shows that there are no significant
relationship in brand image and brand loyalty in the year level of
respondents.
1.4 Course and Section

Respondents in BSBA Marketing D is the majority out of all
section. It only means that the course and section of the respondents
has no significant relationship in brand loyalty and brand image.
2. Identifying the assessment of Starbucks' Brand Image
2.1 In terms of Brand Distinctiveness
Branding has emerged as a top management priority in the last
decade due to the growing realization that brands are one of the most
valuable intangible assets that firms have. Driven in part by this
intense industry interest, academic researchers have explored a
number of different brand-related topics in recent years, generating
scores of papers, articles, research reports, and books. This paper
identifies some of the influential work in the branding area,
highlighting what has been learned from an academic perspective on
important topics of Brand Distinctiveness.
2.2 In terms of Brand Recognition
In terms of Brand Recognition good logos are essential for
creating brand awareness and brand equity, the effects of logo design
features have not been tested empirically. Extending previous
findings regarding the effects of design complexity and exposure in
advertising to the field of brand logos, two experiments tested the
effects of logo complexity and exposure on brand recognition and
brand attitude.
2.3 In terms of Brand Personality
The analysis identifies five underlying dimensions of brand
personality stimuli: excitement, sophistication, affection,
popularity, and competence. The principal forms of online
communications consist of stakeholder relations, direct/indirect
sales, choice functions, connectedness, orientation, and product
positioning. Multiple regression analyses confirm that there are
modest but consistent associations between the intended brand
personality dimensions and the forms of online communications.
2.4 In terms of Customer Satisfaction
Customer satisfaction is an important issue for marketing
managers, particularly those in services industries. However, it
appears that achieving customer satisfaction is often the end goal,
as evidenced by the emphasis on customer satisfaction surveys. This
paper proposes that this focus is due to the assumption that
satisfied customers are loyal customers and thus high levels of
satisfaction will lead to increased sales. As a result of this
assumption, customer satisfaction is often used as a proxy for
loyalty and other outcomes.
2.5 In terms of Competitive Advantage
In terms competitive strategy is the attainment of competitive

advantages. Recently, there has been a growing recognition that such
advantages may reside in the boundaries of a firm via its
relationships with outside organizations. However, there is little
understanding regarding how such advantages are created, eroded, and
preserved in such relationships. In this paper it summarizes the
findings around competitive advantages.
3. Test of Significant Influence of Starbucks’ brand image Agreed by the
Respondents to customer’s loyalty
Conclusion
Recommendation
Based on the findings and conclusions, the following recommendations
are hereby presented:
1. Starbucks must-see complaints as criticism because a customer
complaint gives the business an opportunity to improve their products and
services.
2. It is important to be consistent in terms of the quality and brand

image of the business, hence, Starbucks must strengthen their perceived
quality product, brand recognition, brand personality, and customer
satisfaction.
3. Starbucks should put an effort in developing their brand image in

order to provide a positive impact on consumer so that consumer will deign
to repeat their orders.
SURVEY QUESTIONNAIRE
Impact of Brand image to Customers Loyalty of Starbucks Company

Among Business Administration Students of Pamantasan ng Lungsod
ng Pasig
Greetings!
We are First year College of Business Administration Major in
Marketing from Pamantasan ng Lungsod ng Pasig (PLP) and we are conducting a
survey for our Marketing Research.
Your participation for this survey will be highly appreciated!
I. Demographic Profile
Name:(optional) _____________________
Sex: ( )Female ( )Male
Age: What is your age?
( ) 18 and below
( ) 19 -21 years old
( ) 28 and above
Year Level
( ) 1st Year ( ) 3rd Year
( ) 2nd Year ( ) 4th Year
Course & Section: ________
( ) BSBA MARKETING A ( ) BSBA MARKETING C
( ) BSBA MARKETING B ( ) BSBA MARKETING D
II. What is the assessment of choosing Starbucks brand image in terms of:
Please indicate in a four-point scale to which extent to which you
agree or disagree which the following statements.
[4] [3] [2] [1]
Strongly-agree, Agree, disagree, Strongly-disagree
1. Brand Distinctiveness
Brand Distinctiveness is the brand's identity that distinguishes itself

from its competitors that relates to its distinctive assets; logos,
tagline, color, and symbols.
Strongly Agree Strongly

Disagree
Statements Agree
(3) (2)
Disagree
(4) (1)
1. I can distinctly identify

Starbucks’ brand.
2. I can easily identify the logo

of Starbucks
3. I usually distinguish Starbucks

when I see the color green.
4. I can easily recognize Starbucks’

packaging among the competitors
5. I can easily remember Starbucks’

tagline.
2. Brand Recognition
Brand recognition is a concept used in advertising and marketing. It is

the ability of consumers to recognize an identifying characteristic of
one company versus a competitor.
Strongly Agree Disagree Strongly

Statements Agree
(3) (2)
Disagree
(4) (1)
1. I am always aware of Starbucks

brand
2. I am aware of the characteristics

of the Starbucks
3. I can always remember the logo

of the Starbucks
4. I am well informed of Starbucks’

mission and vision
5. I can recognize Starbucks among its

competitors
3. Brand Personality
Brand personality refers to the personification of a brand. It is the

collection of emotional, intellectual, and behavioral patterns unique to
a brand and consistent over time.
Strongly Strongly
Agree Agree Disagree Disagree
Statements (3) (2)
(4) (1)
1. Starbucks is honest towards

its clients
2. Starbucks is sincere towards

its consumers
3. Starbucks is customer centered.
4. Starbucks is stylish, trendy and

quality-orientated.
5. Starbucks embodies its

sophisticated image
4. Customer Satisfaction
Customer satisfaction is defined as a measurement that determines how

happy customers are with a company's products, services, and
capabilities.

Disagree
Statements Agree
(3) (2)
Disagree
(4) (1)
1. I trust the quality of the

products of this brand
2. I feel satisfied with the

products of Starbucks
3. I prefer Starbucks over other

brands in the same category
4. I consider Starbucks as an
elegant brand that I would
recommend to friends
5. I would recommend Starbucks

to others to my relatives and
friends for its sophisticated
image
5. Competitive Advantage
Competitive advantage is an attribute that enables a company to

outperform its competitors. It is what sets your business apart from
your competition.
Disagree
Statements Agree
(3) (2)
Disagree
(4) (1)
1. Starbucks has a unique selling

proposition
2. Starbucks is my first choice for

my food and beverages in comparison
with the other brand.
3. Starbucks coffee and drinks have

always been premium products, and
customers are generally willing to
pay higher prices for quality.
4. Starbucks has constantly

innovated its menu of coffees,
drinks and food.
5. Starbucks has used new internet

technology to connect with customers
in a very direct way.
III. What is the extent of brand loyalty exhibited by the respondents?
Please indicate in a four-point scale to which extent to how likely or
unlikely of you with the following statements.
[4] [3] [2] [1]
Very Likely, Likely, Unlikely, Very Unlikely
Brand loyalty is determined by several distinct psychological processes

of the consumers and entails multivariate measurements. Product features
is one of the most important factors that affects brand loyalty.
Very Very
Likely Unlikel
Statements likely
(3) y (2) Unlikely
(4) (1)
1. Starbucks is a premium cup of

coffee
2. Starbucks’ food and beverages

are actually tasted delicious.
3. Starbucks’ packaging are

very convenient to use and
take-away.
4. Starbucks’ menu is
reasonable
5. Starbucks label is attractive

and user-friendly
IV. What is degree of brand loyalty exhibited by Starbucks Customers?
Degree of brand loyalty can be measure based on retention and repeat

customers, and also in numerical value based on data and/or customer
feedback.
Very Very
Likely Unlikely
Statements likely (3) (2) Unlikely
(4) (1)
1. How likely are you to

recommend Starbucks’ services?
2. How likely are you with

overall product performance?
3. How likely are you to keep

patronizing Starbucks?
4. How likely are you to convince

others to patronize Starbucks?
5. How likely are you to switch to

a competing organization?
REFERENCES:
Arslan, I. K. (2020). The importance of creating customer loyalty in

achieving sustainable competitive advantage. Eurasian Journal of Business
and Management, 8(1), 11-20.
Bergstrom, B. (2021, October 5). Starbucks MarketingStrategy: How to

Create a Remarkable Brand.
Retrievedfromhttps://coschedule.com/blog/starbucks-marketing-strategy
Hagos, S. (2017, June). THE CASE OF ETHIOPIANINSURANCECORPORATION. THE

EFFECT OF BRAND IMAGE ON CUSTOMERSATISFACTION AND LOYATY, 21.
N.Stokburger-Sauer, S. Ratneshwar, S. Sen, International journal of

research in marketing, 29, 4, (2012)
O’Cass, A. and K. Lim(2001), “The Influence of Brand Association on Brand

Preference and Purchase Intention: An Asian Perspective on Brand
Associations,” Journal of International Consumer Marketing, 14(2/3), 41-
71.
Romaniuk, J., Sharp,B & Ehrenberg, A. (2007). Evidence concerning the

importance of perceived brand differentiation. Australasian Marketing
Journal 15(2)
Tu, Y. T., & . H. C. C. (2012). Corporate Brand Image and Customer

Satisfaction on Loyalty: An Empirical Study of Starbucks Coffee in
Taiwan. Journal of Social and Development Sciences, 3(1), 24-32.
Upamannyu, N. K. (2014). EFFECT OF BRAND IMAGE ON CUSTOMERSATISFACTION &

LOYALTY INTENTION AND THE ROLE OF CUSTOMERSATISFACTION BETWEEN BRAND
IMAGE AND LOYALTY INTENTION:ASTUDY IN CONTEXT OF COSMETIC PRODUCT.
JOURNAL OF SOCIALSCIENCE RESEARCH, 3(2), 274–285.
Van Haaften, R. (n.d.). Brand awareness. Retrieved from

https://www.van-haaften.nl/branding/corporatebranding/114-
brand-awareness
Arslan, I. K. (2020). The importance of creating customer loyalty in
achieving sustainable competitive advantage. Eurasian Journal of Business
and Management, 8(1), 11-20.

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Pamantasan ng Lungsod ng Pasig

Alkalde Jose St. Kapasigan, Pasig City

Impact of Brand image to Customers Loyalty of Starbucks

This thesis entitled “Impact of Brand image to Customers Loyalty of

Starbucks Company Among Business Administration Students of Pamantasan ng

Lungsod ng Pasig”, prepared and submitted by Jerome P. Calleja, Catherine

Kate D. Nicavera, Eliza Mel A. Oconer, Michelle Miguelli M. Olaloy, and

Courtney Love T. Santos in partial fulfillment of the requirements for the

degree, Bachelor of Science in Business Administration major in Marketing

Management, has been examined and is hereby recommended for oral

__________________ DR. JESSIE F. SERGOTE, LFT,

Date Research Adviser

Approved by the Oral Examination Committee with a grade of _____, on

Accepted in partial fulfillment of the requirements for the degree,

Bachelor of Science in Business Administration major in Marketing Management.

Dean, College of Business and

The researchers would like to express their deep gratitude and

order to produce an adequate and effective

right attitude to make

this study reality.

helping and guiding us to complete at least half of this chapter. Your

presence is really a big help to make this thesis possible.

the better way that we should do.

To our beloved parent, whom always there to support us and give us

Finally, individuals who offered and exhibited emotional support to

the researchers in order for them to successfully complete the study's

objectives will always be acknowledged and appreciated by the researchers.

Thank you so much, and Glory be to God!

Nowadays, businesses are seeking for a ways to maintain their

consumers. According to brandsdesign.com, Brand image plays a huge role in

shaping the perception of its consumers. It could be conceived as negative

or positive based on their insights. In addition, brand image created in

customers' thoughts by brand personality is an essential component in

establishing brand loyalty. There is a saying that right before you

product is by having a strong brand image.

Furthermore, Sondoh et al. (2007) has studied about the effect of

brand image on overall satisfaction and loyalty intention in the context of

color cosmetic by distributing questionnaires to 97 female respondents in

Malaysia. They used customer satisfaction as a mediating variable. It is

relationship between brand image and customer loyalty as much as 35.8%. In

addition, customer satisfaction could also lead to customer loyalty as much

image can influence customer loyalty as well as impact on customer

commitment to market offering in the market. Additionally, to reach the

purpose of this research which is to determine the link between brand

personality and consumer loyalty, with brand image acting as a mediator.

CHAPTER I.THE PROBLEM AND ITS BACKGROUND

Conceptual Framework.......................................... ..8

Statement of the Problem........................................11

Significance of the Study.......................................12

Scope and Delimitation of the Study.............................13

Significance of the Study.......................................13

CHAPTER II. REVIEW OF RELATED LITERATURE

CHAPTER III.RESEARCH METHODOLOGY

Data Gathering Procedure........................................31

Statistical Treatment of Data...................................35

CHAPTER IV. PRESENTATION, INTERPRETATION AND ANALYSIS OF DATA

Identifying the assessment of Starbucks’ Brand Image...........42

Respondents’ extent of Brand Loyalty...........................46

Respondents’ degree of Brand Loyalty...........................47

Test of Significant Influence of Starbucks’ brand Image........48

CHAPTER V. SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

Appendix A. Survey Questionnaire…...............................54

Appendix B. Letter to Respondents...............................55