Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

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A Study on the Effect of Haidilao’s Brand Marketing Strategies on Brand Image and Loyalty

Authors
Xuanyi Guo1, *,a, †, Ruotong Zhai2, *, b, †
1School of Hospitality Business, Michigan State University, East Lansing, Michigan 48825, USA.
2KOGOD School, American University, Washington D.C., 20016, USA.
†

These authors contributed equally.

*Corresponding author email: aguoxuan3@msu.edu
Corresponding Authors
Xuanyi Guo, Ruotong Zhai
Available Online 15 December 2021.
DOI
10.2991/assehr.k.211209.165How to use a DOI?
Keywords
Brand marketing strategies; Service quality; Brand loyalty; Digital marketing
Abstract

In this study, we are designated to investigate what specific brand marketing strategies have been adopted by Haidilao and its effects on its brand image and brand loyalty. Haidilao, as one of the most popular chain restaurants in such a competitive market, can be a great example of investigating what some positive or negative strategies on its brand are. To explore to what extent these marketing strategies affect Haidilao’s brand image and loyalty, a survey is conducted and distributed randomly to over a thousand samples. The survey consists of questions about Haidilao’s overall service quality, competitors’ market, and the practicability and utility of different social media platforms. We inherited the SPSS data analysis system to acquire the final analyzed data. The results from this survey have given a positive result of the Word-Of-Mouth marketing strategy of Haidilao, which is the most effective strategy out of all on bringing a positive brand image and more customer loyalty. Digital marketing is more accepted and practical than traditional marketing, with many of Haidilao’s customers obtaining information from different social media platforms. Influencer marketing is new but also effective in its brand acknowledgment.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
978-94-6239-483-4
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.165How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Xuanyi Guo
AU  - Ruotong Zhai
PY  - 2021
DA  - 2021/12/15
TI  - A Study on the Effect of Haidilao’s Brand Marketing Strategies on Brand Image and Loyalty
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 1013
EP  - 1019
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.165
DO  - 10.2991/assehr.k.211209.165
ID  - Guo2021
ER  -