Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023)

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

Authors
Mengyun Luo1, Nusanee Meekaewkunchorn1, *, Chaiyawit Muangmee1
1Bansomdejchaopraya Rajabhat University, Bangkok, Thailand
*Corresponding author. Email: nusanee.me@bsru.ac.th
Corresponding Author
Nusanee Meekaewkunchorn
Available Online 14 February 2024.
DOI
10.2991/978-94-6463-368-9_63How to use a DOI?
Keywords
marketing strategy; marketing factors; brand loyalty
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
14 February 2024
ISBN
978-94-6463-368-9
ISSN
2352-5428
DOI
10.2991/978-94-6463-368-9_63How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Mengyun Luo
AU  - Nusanee Meekaewkunchorn
AU  - Chaiyawit Muangmee
PY  - 2024
DA  - 2024/02/14
TI  - Marketing Mix Factors that Influence the Brand Loyalty of Zebra Craft Beer
BT  - Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023)
PB  - Atlantis Press
SP  - 533
EP  - 538
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-368-9_63
DO  - 10.2991/978-94-6463-368-9_63
ID  - Luo2024
ER  -