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

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

Author

Listed:
  • Mengyun Luo

    (Bansomdejchaopraya Rajabhat University)

  • Nusanee Meekaewkunchorn

    (Bansomdejchaopraya Rajabhat University)

  • Chaiyawit Muangmee

    (Bansomdejchaopraya Rajabhat University)

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.

Suggested Citation

  • Mengyun Luo & Nusanee Meekaewkunchorn & Chaiyawit Muangmee, 2024. "Marketing Mix Factors that Influence the Brand Loyalty of Zebra Craft Beer," Advances in Economics, Business and Management Research, in: Feng-xia Cao & Satya Narayan Singh & Ahmad Jusoh & Deepanjali Mishra (ed.), Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023), pages 533-538, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-368-9_63
    DOI: 10.2991/978-94-6463-368-9_63
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