Exploring Luckin Coffee's Brand Communication Strategy Based on the Elaboration Likelihood Model

DOI

10.2991/978-2-38476-327-6_30How to use a DOI?

Keywords

ELM; Communication strategy; Luckin coffee

Abstract

In response to increasingly fierce competition among coffee brands, communication strategies of coffee chain companies also need to evolve, continuously adjusting to changes in market dynamics and consumer demands. This study explores Luckin Coffee’s brand communication strategy from the perspective of the Elaboration Likelihood Model (ELM). Through an in-depth analysis of the central and peripheral routes, it aims to clarify how brand communication influences consumer perception of brand benefits and the mechanism of brand attitude formation, with a focus on the critical role of brand design in the communication process via the peripheral route. Additionally, this study intends to provide feasible reference points for the coffee industry in developing scientifically sound and effective marketing strategies.

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  - Xiaodan Liang
PY  - 2024
DA  - 2024/12/17
TI  - Exploring Luckin Coffee's Brand Communication Strategy Based on the Elaboration Likelihood Model
BT  - Proceedings of the 2024 4th International Conference on Social Development and Media Communication (SDMC 2024)
PB  - Atlantis Press
SP  - 244
EP  - 251
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-327-6_30
DO  - 10.2991/978-2-38476-327-6_30
ID  - Liang2024
ER  -