Content Marketing and Brand Loyalty Relationship Concerning the Chinese Pu’er Tea Brands

Abstract

This study investigates the relationship between content marketing and brand loyalty within the context of Chinese Pu’er tea brands. Employing purposive sampling, data were collected from 304 respondents across key cities in East China, focusing on individuals with at least a year of engagement with Pu’er tea brands. The study examines five dimensions of content marketing—functional information, entertainment information, social interaction, brand interaction, and self-concept—and their impact on brand loyalty. Using structural equation modeling, findings reveal that self-concept significantly enhances brand loyalty, while the other dimensions show no significant effect. These results underscore the critical role of self-concept in fostering emotional connections with brands. The research highlights the strategic value of aligning content marketing with consumer self-perception to strengthen loyalty, providing actionable insights for Pu’er tea marketers aiming to enhance their competitive edge in a culturally rich market.