This manuscript addresses the role of flow experience and perceived value, in craft beer consumer loyalty, through experiential events. Surveys were collected in tours and tastings and the data was analyzed through multivariable PLS structural equations modeling. The results show the existence of experience of flow through attention, concentration and notion of time. Quality, taste and price influenced the perceived value. Both constructs of flow experience and perceived value had significant and positive effects on consumer loyalty through repurchase intention and word of mouth. The results contribute toward development of strategies to increase consumer loyalty in craft beer micro-small-medium enterprises.
|Number of pages||31|
|Journal||Journal of International Food and Agribusiness Marketing|
|Publication status||Published - 2021|
Bibliographical notePublisher Copyright:
© 2020 Taylor & Francis Group, LLC.
Copyright 2020 Elsevier B.V., All rights reserved.
All Science Journal Classification (ASJC) codes
- Business and International Management
- Food Science