The Starbucks effect: Committed customers don't like logo redesigns, research finds
Tuesday, January 11, 2011 - 12:01
in Psychology & Sociology
The negative reaction to Starbucks' redesigned logo by the company's self-described most loyal customers may be attributable to the strong connection Starbucks' consumers feel toward the brand, according to research co-authored by a professor at Penn State's Smeal College of Business.