From Growth to Differentiation: A study on the Impact of Luckin Coffee’s Marketing Communication Strategies on Brand Favorability Among College Students

DOI: https://doi.org/10.62517/jbm.202609306

Author(s)

Qinyuan Hu

Affiliation(s)

China-Korea Institute of Media, Zhongnan University of Economics and Law, Wuhan, Hubei, China *Corresponding Author

Abstract

With the rapid development of China’s coffee market, Luckin Coffee has constructed a distinctive marketing communication system through low-price strategies, high-frequency co-branding, and brand positioning. However, brand favorability among college students has shown a certain degree of differentiation. This study takes college students as the research object and adopts the analytical framework of “marketing communication strategies-brand cognition-brand favorability.” Based on 120 valid questionnaire samples, descriptive statistical analysis is employed to examine and compare the effects of three types of strategies, namely price communication,co-branding marketing, and brand positioning. The results show that the overall level of brand favorability toward Luckin Coffee among college students is at a moderate level. Price factors exert the most direct influence on brand favorability; however, this effect depends on the stability of expectations and therefore presents a certain degree of fragility. Co-branding strategies enhance brand attention to a certain extent,but their effect on purchase decision-making is limited and exhibits diminishing marginal effects. Brand positioning influences consumer cognition through factors such as convenience and product performance, and continuously affects brand evaluation. By incorporating the three types of marketing strategies into a unified analytical framework, this study reveals differences in their mechanisms and stability, and provides a new perspective for understanding the mechanism through which multidimensional marketing communication strategies influence brand favorability.

Keywords

Luckin Coffee; Brand Favorability; Marketing Communication Strategies; College Students

References

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