ANALYSIS OF BRAND VALUE IMPACT ON BRAND LOVE: STARBUCKS CAFE EXAMPLE

Todays’s consumer needs and expectations are different from the past one and these needs and expectations will be different in the future too when social, economic, political, technological, cultural structure, close or far environmental variations, global trends changed. Both entrepreneurs new entered into market and legacy companies must be very well traced and understand these changes and thereby according to these changes either they must be developed business model or revise their business model. Nowadays, Starbucks Cafe, a global brand, represents one of the best examples of this and has transformed its products and services beyond branding into brand love. For this reason, the purpose of the study is to bring out the effect of brand value, which is based on consumer-based, on brand love by researching on Starbucks Cafe customers. In the study, two separate scales are used for brand value and brand love, and they are made ready to work by subjecting to explanatory factor analysis and reliability analysis in order to conveniently use of scales. A linear regression model is used to analyse the impact of brand value dimensions on brand love As a result of the analysis, it is found that the model is statistically significant and that all dimensions of consumer-based brand value (brand awareness, brand associations, perceived service quality, brand loyalty) are significant and positively associated with brand love. It was determined that up to an important point the brand value explains the brand love association