Research on the Impact of Public Welfare Marketing Effect on Consumer Brand Loyalty in Fast-Moving Consumer Goods (FMCG) Enterprises

Qiang Li () and Zhihong Ben ()
Additional contact information
Qiang Li: Shanghai Technical Institute of Electronics & Information, School of Economics and Management
Zhihong Ben: Shanghai Technical Institute of Electronics & Information, School of Economics and Management

A chapter in Proceedings of the 2024 3rd International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2024), 2024, pp 224-239 from Springer

Abstract: Abstract With the surge in the development of public welfare, various industries have been adopting diverse marketing strategies, with enterprises increasingly aligning with public welfare marketing. In the production sector, as the brand concentration in FMCG enterprises continues to rise and the advantages of best-selling brands gradually expand, these enterprises are accumulating their brand image through public welfare marketing strategies. Compared to other enterprises that have not engaged in public welfare marketing, FMCG enterprises that implement such strategies tend to have a higher degree of consumer brand loyalty. As a special form of marketing, studying the effect of public welfare marketing on consumer brand loyalty has significant theoretical and practical implications. This study integrates marketing theories to analyze and research the public welfare marketing strategies of FMCG enterprises. By reviewing various literature, hypotheses are constructed regarding the relationship between dependent and independent variables. A questionnaire survey method is employed to investigate the factors influencing consumers in some domestic FMCG enterprises that implement public welfare marketing. Through the analysis of the survey results, it is found that consumer motivation perception, enterprise reliability, brand marketing promotion, brand involvement, public welfare matching degree, and consumer purchase intention and brand loyalty have a positive impact. For FMCG enterprises, public welfare marketing is more conducive to fostering consumer brand loyalty as a marketing approach. As producers of products used daily by consumers, FMCG enterprises should focus on improving product quality, enhancing service quality, and building consumer brand loyalty as the direction for future development.

Keywords: Public welfare marketing; Brand loyalty; Fast-moving consumer goods (FMCG) enterprises (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-548-5_25

Ordering information: This item can be ordered from
http://www.springer.com/9789464635485

DOI: 10.2991/978-94-6463-548-5_25

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().