Analysis of the Elements of the Theory of Flow and Perceived Value and Their Influence in Craft Beer Consumer Loyalty

Cristobal Rodolfo Guerra Tamez, Mario César Dávila Aguirre, Jose Nicolas Barragan Codina, Pablo Guerra Rodriguez

Resultado de la investigaciónrevisión exhaustiva

Resumen

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.
Idioma originalEnglish
Páginas (desde-hasta)1-32
Número de páginas32
PublicaciónJournal of International Food and Agribusiness Marketing
DOI
EstadoPublished - 27 sep 2020

All Science Journal Classification (ASJC) codes

  • Gestión internacional y de empresa
  • Alimentación
  • Marketing

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