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Oct 2026

Retail café cup preferences: evidence from global and domestic coffee brands

The rapidly expanding coffee market in an emerging economy provides the context for this study, which examines how café cup design in café retailing influences purchase intention. It compares customers of Starbucks (a global semi-luxury brand) and Luckin Coffee (a domestic budget-oriented brand) in China to explore...

Feng Lin, Kisang Ryu, H. Kim et al. · 0 citations

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