The relationship between Starbucks brand’s image, trust, and online engagement

Abstract

The objectives of this research are to explore brand image, brand trust, online brand engagement of Starbucks, as well as to explore the relationship among these three variables. Data are collected through an online survey with 230 respondents, who are Starbucks Thailand’s customers, aged between 18 to 40 years old are asked to participate in the online survey. The results depict that the respondents had a positive brand image of Starbucks Thailand (M = 4.21). Moreover, the results show that the respondents had fairly high trust in Starbucks Thailand (M = 4.21) and moderately engaged with Starbucks Thailand Facebook page (M = 3.48). In regard to the relationship among the variables, the results demonstrates that Starbucks Thailand’s brand image was highly related to brand trust (r = .73) and moderately related to online brand engagement (r = .52). Also, brand trust had a moderate relationship with online brand engagement (r = .43).