TY - JOUR
T1 - Analysis of the Elements of the Theory of Flow and Perceived Value and Their Influence in Craft Beer Consumer Loyalty
AU - Guerra Tamez, Cristobal Rodolfo
AU - Dávila Aguirre, Mario César
AU - Barragan Codina, Jose Nicolas
AU - Guerra Rodriguez, Pablo
N1 - Publisher Copyright:
© 2020 Taylor & Francis Group, LLC.
Copyright:
Copyright 2020 Elsevier B.V., All rights reserved.
PY - 2021/10/20
Y1 - 2021/10/20
N2 - 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.
AB - 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.
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U2 - 10.1080/08974438.2020.1823929
DO - 10.1080/08974438.2020.1823929
M3 - Article
SN - 0897-4438
VL - 33
SP - 487
EP - 517
JO - Journal of International Food and Agribusiness Marketing
JF - Journal of International Food and Agribusiness Marketing
IS - 5
ER -
