... between two global coffee food chains so that others can improve their strategies to improve their competitiveness. Design/methodology/approach It is qualitative research employing sentiment analysis through “Sprinkler Software” to assess the sentiment of customers of Starbucks and Barista followed...

..., many studies have been devoted to exploring the application of experiential marketing (EM) in a variety of industries. Many experimental results have proven that a positive brand image (BI) will lead to brand loyalty (BL). In services, the best at the practice of EM is Starbucks. Therefore, this paper...