How a brand works globally

A multimodal study of Starbucks on Douyin

Datos Bibliográficos

ID20252350
AutoresXiaoxuan Gu (Hangzhou Wanxiang Polytechnic, autor de correspondencia)
Año2024
Volumen11
Número1
Fecha de publicación2024-12-31
Peer ReviewedSí
Open AccessSí
TipoARTICLE
RevistaCogent Arts and Humanities (JOURNAL)
Identificadores de la revistaISSN: 2331-1983 • E-ISSN: 2331-1983
EditorialInforma UK Limited (PUBLISHER • GB)
DOI10.1080/23311983.2024.2435166
OpenAlexW4405202325
IdiomaEN
Referencias citadas22

The paper examines the approaches employed by the international brand Starbucks to establish and enhance its brand image and loyalty in the Chinese market through the social media platform Douyin. The paper analyzes six short videos from Starbucks’ official Douyin account and divides them into images by different scenes. Applying visual grammar as the analytical framework, the paper indicates that Starbucks positions its brand image as a social status and fashion trend, an integral aspect of Chinese consumers’ daily routines, and a sustainable representative. It has successfully entered and adapted to the Chinese market and emphasized its own brand characteristics. This study focuses on the content of the short videos from Douyin and examines the verbal and graphical aspects of brand image establishment and marketing strategies. The paper tries to figure out how the international brand Starbucks operates globally from a linguistic perspective and gives some insights into other international companies

Advertising · Brand awareness · Brand equity · Brand extension · Brand Image · Brand Loyalty · Brand management · Business · Grammar · Linguistics · Loyalty · Political science · Tourism · Computer Science · Digital Communication and Language · Digital Marketing and Social Media · Media, Gender, and Advertising · Artificial Intelligence · Marketing

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