The relationship among brand culture, marketing strategy, technical innovation and customer engagement behavior toward Liuzhou snail noodle: Mediating of service quality and trust

Guangxiang Xu, Niyom Suwandej

ABSTRACT:

Taking the Liuzhou snail noodle as reference, the current work seeks to examine the moderating effect of service quality and trust, aims to investigate the relationship among brand culture, marketing strategy, technical innovation and customer engagement behavior toward Liuzhou snail noodle. A mixed research method is used to survey the customers over 18 years old who have consumed snail noodle in Liuzhou city. In this paper, confirmatory factor analysis is used to evaluate the structural dimension, single dimension, validity and composite reliability of the theoretical framework. Structural path model analysis is also used to test hypotheses in research models. This is the first empirical research paper that has constructed a model of relationship among brand culture, marketing strategy, technical innovation and customer engagement behavior. At the same time, the mediating role of service quality and trust is analyzed.This study can provide a theoretical explanation for the nature of Liuzhou snail noodle explosion phenomenon, and provide relevant stakeholders of Liuzhou snail noodle industry with empirical evidence of the driving factors for the popularity of Liuzhou snail noodle and how to enhance marketing strategic influence on strategic decisions which were not available to them before.

KEYWORDS: Brand culture, Marketing strategy, Technical innovation, Customer engagement behavior, Liuzhou snail noodle.

DOI: 10.62788/EhlCpYp

PUBLISHED IN: ICCMETS Conference Proceedings 2023

DATE OF CONFERENCE: July 25 - 27, 2023

CONFERENCE LOCATION: Osaka, Japan

PUBLISHER: EDUCATION STUDIO (THAILAND) CO., LTD.

ELECTRONIC ISBN: 978-616-7901-69-5

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