An exploratory study of brand image Shell Beans restaurants Maldives / Aminath Ishrath

ABSTRACT

The purpose of the thesis is to study the brand image of Shell Beans restaurants in Maldives, from their customers' point of view. The goal is to find out what attributes the customers associate with Shell Beans, and understand the brand salience, explore the brand identity, observe how customers respond to the brand and identify the brand resonance customers' associate with Shell Beans. The review of literature consists of defining the concept of brand, brand identity and brand image. Keller's CBBE model is introduced as the basis of the theoretical framework. The research is based on a qualitative research with in depth interviews. The findings of the research alerted a drastic fall in the quality of the food at Shell Beans now, compared to a few years back. For future research, it is suggested to study the gap between the brand identity and brand image, broadening the sample size as well.
Key phrases: Maldives, brand, brand image, Keller's CBBE model, interviews