The Impact of Animation Marketing on Brands: A Case Study on Mixue Ice Cream & Tea
DOI:
https://doi.org/10.54097/hbvt1t81Keywords:
Purchase intention; Brand loyalty; Brand value.Abstract
Following COVID-19's regional impact on the mainland China has weakened, Chinese inhabitants' thirst for beverages has grown, and there are several beverage brands on the mainland. "MIXUE Ice Cream & Tea," a milk tea brand with a specific market share, officially announced the schedule and transmission of the connected cartoon "Snow King Arrives" on August 13, 2023. The first episode of the animated series will air on August 25. The purpose of this research is to determine the influence that the broadcast of this animation will have on the milk tea brand "MIXUE Ice Cream & Tea." The cartoon "Snow King Arrives" is used as a case study in this study to undertake a complete examination. It will be used to track the length, number of episodes, and substance of the cartoon, as well as the number of likes, comments, plays, and ratings it receives on key platforms. The situation will be examined using marketing and other relevant expertise. This study examines the influence of the "Snow King Arrives" broadcast on MIXUE Ice Cream & Tea in terms of customer purchase intention, brand loyalty, and brand value and makes recommendations on how to improve these areas. Product placement and product-related material; creating additional sequels and animating the group's philosophy; event marketing.
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