Craft beer production enterprises are categorized as micro-, small-and medium-sized enterprises (MSMEs) in Mexico and the Netherlands. As MSMEs, they encounter challenges to achieving consolidation; one main challenge is linked to deficient consumer-loyalty development. This work explores and compares the effects of experience of flow, perceived value and CSR in the development of loyalty in two different population samples of craft beer consumers: Mexico and the Netherlands. In total, 452 surveys were collected during experiential events, and the data were analyzed using multivariate partial-least-square (PLS) structural equation modeling. Our model results indicate that attention, concentration and notion of time influence flow experience in the same way in both countries. Experiential factors are stronger for the Mexican population. For the case of the Netherlands, perceived value had a higher effect on loyalty development and a lower impact on experiential factors. The CSR variable was only significant for the Dutch sample.
Bibliographical noteFunding Information:
Finantial aid from Gerencia de Investigación y Proyectos at Universidad de Monterrey.
© 2022 by the authors. Licensee MDPI, Basel, Switzerland.
All Science Journal Classification (ASJC) codes
- Computer Science (miscellaneous)
- Geography, Planning and Development
- Renewable Energy, Sustainability and the Environment
- Building and Construction
- Environmental Science (miscellaneous)
- Energy Engineering and Power Technology
- Hardware and Architecture
- Computer Networks and Communications
- Management, Monitoring, Policy and Law