Publication Type
PhD Dissertation
Version
publishedVersion
Publication Date
3-2025
Abstract
In recent years, China Baijiu industry has faced the challenges of a shrinking consumer market, aging and the rise of young consumers, prompting Baijiu brands to seek new growth points, especially to attract younger groups. As a result, brand rejuvenation has become a key strategic objective for spirits companies. Given that brand extension and brand alliance are effective strategies for traditional brands to expand into new markets, this study develops a model to explore the impact of these two brand management strategies on Baijiu brand rejuvenation and analyses the mediating roles of brand image and brand awareness as well as the boundary roles of brand type and product type. By analyzing the financial data of baijiu brands and TikTok big data, and using a DID model, this study examines the impact of brand alliance and brand extension strategies on the Baidu search index, operating income and video data of baijiu brands.
The results of the study show that these two strategies significantly enhance the brand rejuvenation effect, reflecting their effectiveness in attracting young consumers. In addition, the study explored the impact of brand alliance and brand extension on consumer behavior through the analysis of questionnaire data. The results show that symbolic brand alliance is more likely to increase young consumers' brand perception and purchase intention than functional brand association; and hedonic product extensions are more likely to elicit positive responses from young consumers than utilitarian product. In particular, brand image significantly influences brand rejuvenation in brand alliance, while brand awareness plays a key role in brand extension. Overall, these findings of this study provide empirical support for Baijiu brands to attract young consumers and enhance their market competitiveness, as well as lessons for other brands in their rejuvenation transformation.
Keywords
brand management strategy, alcohol brand rejuvenation, brand association, brand extension
Degree Awarded
Doctor of Bus Admin (CKGSB)
Discipline
Business Administration, Management, and Operations | Marketing
Supervisor(s)
CHANG, Han-Wen Hannah
First Page
1
Last Page
203
Publisher
Singapore Management University
City or Country
Singapore
Citation
CHEN, Hao.
A study of the impact of brand management strategies on brand rejuvenation - Evidence based on Chinese baijiu brands. (2025). 1-203.
Available at: https://ink.library.smu.edu.sg/etd_coll/717
Copyright Owner and License
Author
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.