Research on Influencing Factors of Craft Beer Brand Loyalty Based on the SOR Model—Taking "Qu Yan" Craft Beer as an Example

With the rapid development of the craft beer market, the beer market is transforming toward niche and refined orientations, and consumer brand loyalty has become a key factor in brand competition. However, existing studies mostly focus on craft beer brand packaging and brewing techniques, with a lack of research on brand loyalty.Taking Macau's "Qu Yan" craft beer brand as a case study, this research, based on the value co-creation theory and the SOR model, explores the path through which value co-creation behaviors enhance brand loyalty via brand image cog-nition. Data were collected through consumer surveys and analyzed using the Structural Equa-tion Model (SEM). The findings show that value co-creation behaviors, as an external stimulus, have a significant positive impact on consumers' perception of brand image, which in turn im-proves brand loyalty. Moreover, perceived value in brand image plays an important mediating role.In light of this, brand managers should construct value co-creation activities and enrich co-creation channels to strengthen consumers' brand loyalty.