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The Influence of Social Media Celebrity Endorsement on Beer and Wine Purchase Behaviour
(Emerald, 2023)
[Abstract] Purpose: This study examines whether and how social media celebrity endorsement influences consumers’ beer and wine purchase behavior and what are the characteristics of the celebrities that exert greater ...
How Consumer Involvement Influences Beer Flavour Preferences
(Emerald, 2020)
[Abstract] Purpose: Much of the innovation in the beer sector has focused on flavour, resulting in a proliferation of flavoured beers. In this context, the understanding of consumers’ flavour preferences is a relevant ...
A Clustered-Based Segmentation of Beer Consumers: From “Beer Lovers” to “Beer to Fuddle”
(Emerald, 2018)
[Abstract] Purpose: New trends are emerging in the brewery sector; but to date beer consumer segmentations are scarce. In this context, the present study addresses the following questions: “Are beer consumers monolithic ...