The Impact of Brand Image Building on Consumer Decision-making: Taking the Milk Tea industry Represented by Mixue Ice Cream Tea as Example

Xinru Pang

doi:10.54097/sen7xh71

Authors

Xinru Pang

DOI:

https://doi.org/10.54097/sen7xh71

Keywords:

Brand image, Consumer purchase decision, Brand image cognition, Brand marketing communication.

Abstract

Brand image is an important tool for brand marketing. It can help companies enhance their competitive advantages and increase customer loyalty, and it can also help the market expand its scale. Brand image will also provide different degrees of stimulation at different stages of consumer decision-making. Since the market environment of previous research is limited to industries such as automobiles and luxury goods, this study intends to further explore the impact of brand image on consumer decision-making under different market environment and cultural backgrounds. This research method is qualitative research, which mainly uses the process tracking method in case study to explore the strategies and measures taken by Mixue Ice Cream & Tea in the process of brand image building, and how to influence consumers' brand cognition and purchase decisions. By collecting data from Mixue Ice Cream & Tea and classifying and analyzing it according to different aspects of brand image, the relationship between brand image elements and consumer decision-making is further analyzed, and the five successful elements for brand image building are extracted from the analysis. In different industries in the future, companies can use these elements to shape their brand image, and then enhance consumer loyalty to the brand by linking different stages of consumer decision-making.

Downloads

Download data is not yet available.

References

[1] Zhang Y. The impact of brand image on consumer behavior: A literature review. Open Journal of Business and Management, 2015, 03 (01): 58–62.

[2] Lee JL, James JD, Kim YK. A reconceptualization of brand image. International Journal of Business Administration, 2014, 5 (4).

[3] Tekin G, Yiltay S, Ayaz E. Internatonal journal of academic value studies the effect of brand image on consumer behaviour: Case study of louiss vuitton-moet hennessy. Internatonal Journal of Academic Value Studies, 2016, 2 (1): 1–24.

[4] Malik ME, Naeem B, Munawar M. Brand image: Past, present and future. Journal of Basic and Applied Scientific Research, 2012, 2 (12): 13069-13075.

[5] Saxena N, Dhar U, Vaishnav S, Vishwavidyalaya V. Building brand image: A multi-perspective analysis building brand image: A multi-perspective analysis. 2021, 20 (5): 3885–3892.

[6] Alamgir M, Shamsuddoha M, Nedelea S. Influence of brand name on consumer decision making process-An empirical study on car buyers. The USV Annals of Economics and Public Administration, 2011, 10(2): 2010.

[7] Qazzafi S Consumer buying decision process toward products. International Journal of Scientific Research and Engineering Development, 2019, 2 (5): 130-134.

[8] Poiesz TBC. The image concept: Its place in consumer psychology. Journal of Economic Psychology, 1989, 10 (4): 457–472.

[9] Huang H, Chen H, Zhan Y. A study on consumers’ perceptions of museum cultural and creative products through online textual reviews: An example from palace museum’s cultural and creative flagship store. Behavioral Sciences, 2023, 13 (4): 318.

[10] Hardin CL, Maffi L. Color categories in thought and language color systems for cognitive research. 1997, (8): 163-194.

[11] Lee N, Vega A, Sardena J. Factors affecting consumers’ buying behavior on selected milk tea stores towards obtaining sustainability. 2014.

[12] Kanagal N. Role of relationship marketing in competitive marketing strategy. Journal of Management and Marketing Research, 2009.

[13] Chen Z., Yuan M. Psychology of word of mouth marketing. Current Opinion in Psychology, 2020, 31 (31): 7–10.

[14] Nedeljko P. Competitive advantage on the basis of the strategy low price. Ekonomika, Journal for Economic Theory and Practice and Social Issues, 2016, 62 (1).

[15] Zhang Y. Analysis of tea beverage industry development strategy based on SWOT model - taking Mixue Bingcheng as an example. Modern Marketing (second half of the month), 2022, (09): 68-70.