The effects of UK corporation tax avoidance on brand loyalty: an investigation of Generation Y and Starbucks UK post 2012.

Student, A. (2015) The effects of UK corporation tax avoidance on brand loyalty: an investigation of Generation Y and Starbucks UK post 2012. Undergraduate thesis, University of Chichester.

[img] Text
MARKETING_73_The effects of UK corporation tax avoidance on brand loyalty an investigation of Generation Y and Starbucks UK post 2012.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution.

Download (2MB)

Abstract

In light of recent exposure towards companies that have avoided corporation tax, the
research project investigated the effects it may have had on brand loyalty towards
Starbucks UK. More specifically, this report examined the Generation Y
demographic.
This was achieved by conducting a questionnaire to Generation Y coffee shop
customers and a series of ten 1-2-1 interviews to allow for more qualitative data to
be collected. The results found that there was strong consensus towards Generation
Y forgetting that Starbucks had avoided corporation tax up until 2012, despite
Generation Y considering Starbucks as an unethical company for avoiding
corporation tax. However, data collection also found that the majority of Generation
Y still visit Starbucks after the company admitted not paying corporation tax as this
research has found that Starbucks is the Generation Y’s second favourite coffee
shop. Also included in the research project, recommendations have been presented
for Starbucks and other companies to overcome negative publicity from avoiding
corporation tax in the UK.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Marketing
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HG Finance
H Social Sciences > HJ Public Finance
K Law > KD England and Wales
Divisions: Departments > Business School
Undergraduate Dissertations
Depositing User: Steve Bowman
Date Deposited: 29 Jul 2015 11:11
Last Modified: 13 Aug 2015 13:39
URI: http://eprints.chi.ac.uk/id/eprint/1475

Actions (login required)

View Item View Item