If you brew it, who will come? Market segments in the U.S. beer market
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DOI: 10.1002/agr.21511
Abstract: This article uses data collected from a large number of representative United States beer drinkers to identify potential market segments through consumers' taste perceptions of various beer brands. We use several well†established marketing research… read more here.
Keywords: segments beer; market; brew come; beer market ... See more keywords
The path to brand loyalty in the beer market
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DOI: 10.1504/ijesb.2017.10007376
Abstract: This research studies the path to brand loyalty in the beer market, and tests a model that integrates consumer-brand identification with the factors that are usually considered as predictors of brand loyalty (perceived value, consumer… read more here.
Keywords: brand; brand loyalty; beer market; loyalty beer ... See more keywords