Research on the Impact of Public Welfare Marketing Effect on Consumer Brand Loyalty in Fast-Moving Consumer Goods (FMCG) Enterprises

DOI

10.2991/978-94-6463-548-5_25How to use a DOI?

Keywords

Public welfare marketing; Brand loyalty; Fast-moving consumer goods (FMCG) enterprises

Abstract

With the surge in the development of public welfare, various industries have been adopting diverse marketing strategies, with enterprises increasingly aligning with public welfare marketing. In the production sector, as the brand concentration in FMCG enterprises continues to rise and the advantages of best-selling brands gradually expand, these enterprises are accumulating their brand image through public welfare marketing strategies. Compared to other enterprises that have not engaged in public welfare marketing, FMCG enterprises that implement such strategies tend to have a higher degree of consumer brand loyalty. As a special form of marketing, studying the effect of public welfare marketing on consumer brand loyalty has significant theoretical and practical implications.

This study integrates marketing theories to analyze and research the public welfare marketing strategies of FMCG enterprises. By reviewing various literature, hypotheses are constructed regarding the relationship between dependent and independent variables. A questionnaire survey method is employed to investigate the factors influencing consumers in some domestic FMCG enterprises that implement public welfare marketing. Through the analysis of the survey results, it is found that consumer motivation perception, enterprise reliability, brand marketing promotion, brand involvement, public welfare matching degree, and consumer purchase intention and brand loyalty have a positive impact. For FMCG enterprises, public welfare marketing is more conducive to fostering consumer brand loyalty as a marketing approach. As producers of products used daily by consumers, FMCG enterprises should focus on improving product quality, enhancing service quality, and building consumer brand loyalty as the direction for future development.

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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TY  - CONF
AU  - Qiang Li
AU  - Zhihong Ben
PY  - 2024
DA  - 2024/10/21
TI  - Research on the Impact of Public Welfare Marketing Effect on Consumer Brand Loyalty in Fast-Moving Consumer Goods (FMCG) Enterprises
BT  - Proceedings of the 2024 3rd International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2024)
PB  - Atlantis Press
SP  - 224
EP  - 239
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-548-5_25
DO  - 10.2991/978-94-6463-548-5_25
ID  - Li2024
ER  -