Analysis of Branding Strategy and Its Influence on Consumer Loyalty in Local Culinary Businesses
Keywords:
Brand communication, Brand identit, Brand image, Consumer loyalty, Local culinary businessAbstract
The rapid growth of local culinary businesses has intensified competition, making effective branding strategies a critical factor for sustaining consumer loyalty. This study aims to analyze the relationship between branding strategies and consumer loyalty in local culinary enterprises. Employing a quantitative research design, data were collected through structured questionnaires from 150 consumers of various local culinary businesses. The analysis utilized descriptive statistics and multiple regression techniques to examine the influence of brand identity, brand image, and brand communication on consumer loyalty. Findings indicate that strong brand identity and positive brand image significantly enhance consumer loyalty, while consistent brand communication further reinforces consumer trust and repeat purchase behavior. The results highlight that local culinary businesses can achieve sustainable competitive advantage by strategically managing their branding efforts. Practical implications suggest that entrepreneurs should focus on coherent brand messaging and cultivating emotional connections with consumers to foster loyalty. This study contributes to the literature by providing empirical evidence of branding’s impact in the context of local culinary markets, offering insights for both academics and practitioners seeking to strengthen consumer relationships in the food industry.
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