Marketing Mix Factors that Influence the Brand Loyalty of Zebra Craft Beer

Mengyun Luo (), Nusanee Meekaewkunchorn () and Chaiyawit Muangmee ()
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Mengyun Luo: Bansomdejchaopraya Rajabhat University
Nusanee Meekaewkunchorn: Bansomdejchaopraya Rajabhat University
Chaiyawit Muangmee: Bansomdejchaopraya Rajabhat University

A chapter in Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023), 2024, pp 533-538 from Springer

Abstract: Abstract This study explores the market mix factors that affect the brand loyalty of Zebra Craft Beer. Using the method of quantitative survey, a total of 433 participants, and the study revealed the key market factors affecting brand loyalty. The analysis emphasizes the central role of product-related factors and strategic pricing in shaping brand loyalty. In addition, the study emphasizes the important impact of the effectiveness of sales channels and successful promotional activities on consumer loyalty, highlighting their interrelated effects. These help Zebra Craft Beer to fully consider these factors and their interactions and formulate complex and diverse market strategies. This research is not only of practical significance to Zebra Craft Beer, but also provides valuable insights for the broader craft beer industry and a feasible strategy to enhan’ce brand loyalty in a competitive market environment.

Keywords: marketing strategy; marketing factors; brand loyalty (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-368-9_63

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DOI: 10.2991/978-94-6463-368-9_63

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