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

Xuanyi Guo; Ruotong Zhai

doi:10.2991/assehr.k.211209.165

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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.

^b

rz8736a@student.american.edu.

^†

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.211209.165 How 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.
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: 10.2991/assehr.k.211209.165
ISSN: 2352-5428
DOI: 10.2991/assehr.k.211209.165 How to use a DOI?
Open Access: This is an open access article under the CC BY-NC license.

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ris enw bib

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  -

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