Date of Hand-in: 28.11.2008
Name of Supervisor: Per H. Hansen
Copenhagen Business School 2008
Ea Elisabeth Finn Nielsen & Tina Holm Mortensen | The Story of Starbucks
Table of Contents
Part I
1. Preface
2. Problem Area
2.1 Branding as the Root Cause
3. Literature Review
3.1 A Holistic Approach
3.2 Brand Attachment
3.3 A Historical Approach towards Starbucks and their Role in the Market
3.4 A Critical Perspective on Starbucks’ Branding
3.5 Locus as Promoter
3.6 Communication Strategy
3.7 Summary
3.8 Reflections upon the Literature Review
4. Thesis Approach
5. Methodology
5.1 Theoretical Foundation
5.1.1 Cultural Branding
5.1.2 Meaning Transfer
5.1.3 Flock and Flow
5.1.3.1 The Flows
5.1.3.2 The Flocks
5.1.4 Cultural Categories
5.1.5 Flocks and the Social Network of the Brand
5.1.6 Cultural Meaning and Identity Projects
5.1.7 The Consumer Culture
5.1.7.1 The Evolution of the Consumer
5.1.7.2 From Modernity to Hypermodernity
5.1.7.3 The Post-modern Consumer
5.1.7.4 The Character of the Post-modern Consumer
5.1.7.5 Authenticity and Consumption
5.1.7.6 Hypermodernity
5.1.7.6.1 Fear of the Future
5.1.7.6.2 Ethical Responsibility
5.2 Method
5.3 Research Design
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