Management Sciences and Quantitative Methods Commons^™

Brand Loyalty To Disney Theme Parks In Mainland China, Megan E. Pepi

Honors Thesis

Since 2005, Disney has attempted but failed to establish brand loyalty among Chinese consumers in the theme park market. Disney is going to retry achieving this goal through Shanghai Disney Resort, which is a theme park that opened on June 16, 2016. Facing its past failures, the challenges of appealing to unique Chinese cultural preferences, and having to cooperate with a restrictive government system, will Disney be able to implement its authentic brand identity and establish brand loyalty among Chinese consumers through its new theme park? To answer this question, a qualitative analysis of the entertainment offered at Shanghai Disney …