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Perceptions Of Starbucks Brand Among Gen Z: Consumer Responses To Communications About Unionization Efforts, Katie Grillo
Perceptions Of Starbucks Brand Among Gen Z: Consumer Responses To Communications About Unionization Efforts, Katie Grillo
Global Strategic Communications Student Work
This paper explores whether recent negative press about the unionization efforts of Starbucks employees has damaged perception of the brand among Gen Z consumers. A 12-question survey was distributed online for approximately two weeks. A total of 171 responses were collected and examined; written responses were interpreted using Braun & Clark (2006)’s thematic analysis framework. The results of the survey suggest that the majority of Gen Z consumers continue to view Starbucks favorably and are not deeply familiar with the unionization efforts of employees. However, this finding is not unanimous across the sample; participants’ written responses added complexity as several …
Research Worksheet, Wlura Adjudication Committee
Research Worksheet, Wlura Adjudication Committee
WLURA Documents
No abstract provided.