Identifying & Analyzing Brand Advocacy in the Coffee Industry — Presentation Detail — Celebration of Scholars

Instructions

Student presentations must have a faculty sponsor.

Abstracts must include a title and a description of the research, scholarship, or creative work. The description should be 150-225 words in length and constructed in a format or style appropriate for the presenter’s discipline.

The following points should be addressed within the selected format or style for the abstract:

A clear statement of the problem or question you pursued, or the scholarly goal or creative theme achieved in your work.
A brief comment about the significance or uniqueness of the work.
A clear description of the methods used to achieve the purpose or goals for the work.
A statement of the conclusions, results, outcomes, or recommendations, or if the work is still in progress, the results you expect to report at the event.

Presenter photographs should be head and shoulder shots comparable to passport photos.

Additional Information

More information is available at carthage.edu/celebration-scholars/. The following are members of the Research, Scholarship, and Creativity Committee who are eager to listen to ideas and answer questions:

Jun Wang
Kim Instenes
John Kirk
Nora Nickels
Andrew Pustina
James Ripley

Identifying & Analyzing Brand Advocacy in the Coffee Industry

Name: Sarah Lyman
Major: Marketing
Hometown: Normal, IL
Faculty Sponsor:
Other Sponsors:
Type of research: Senior thesis

Abstract

Identifying and Analyzing Brand Advocacy in the Coffee Industry

The purpose of this thesis is to show the importance of brand advocacy and how one becomes a brand advocate in the coffee industry. This topic covers the coffee industry and the interaction between the consumer and the varying top craft coffee brands. This thesis would be beneficial to the studies in the market today because the coffee industry is a realm that reaches a large number of consumers, now ranging in ages from pre-teens to mature adulthood. Plunkett Analytics, consumer behavior analyses, company SWOT analyses, and competitive analysis were methods implemented to provide argumentative support. The data shows how the coffee industry is driving the marketplace in the United States today, but also for the future. Through word-of-mouth, aiding in promotional ideas, and creating positive public relations for products among the brands are just some of the ways to help qualitative forecasting within the industry. Looking quantitatively at the data, consumers are able to see which companies put their money where their mouth is for consumer investment, creating opportunity for growth on both ends. A brand has a specific persona, characteristic, and attitude that it carries. As a consumer, this is the impact point for advocacy. When looking to the future of the coffee industry and these companies moving forward is value.

Poster file