1. ALEKSI MATTLAR
Information acquired: 2025
ALEKSI MATTLAR is an academic who published a paper in 2017 entitled Coffee and Identity : Marketing to a University Campus. ALEKSI MATTLAR published this work as part of a team: Arefzadeh, Sarina. Here is a description of this work: Bra,,ding plays a large role in the consumers they draw in as well as the audience to which they market (Bookman, 2013). Our research took this concept and extended it to the UBC Brand of Fair Trade Coffee with the intention of marketing Fair Trade successfully to UBC students. Our research questions whether coffee is rooted in identity, and whether it is a factor that influences UBC students' desire to purchase fair trade coffee. In our study, we surveyed 102 UBC students who self-identified as coffee drinkers. In our control condition, participants chose between sleeves with a Starbucks logo, a Tim Hortons logo, or the current UBC Fair Trade logo. In the experimental condition, participants were asked to choose between the sleeves with a Starbucks logo, a Tim Hortons logo, and a newly designed Fair Trade coffee sleeve with an original ‘UBC Thunderbirds' logo. We.
