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1 – 2 of 2Fernanda Rizzon, Deonir De Toni, Ana Paula Graciola and Gabriel Sperandio Milan
This paper aims to investigate the effect of product price image (PPI) on perceived value (PV) and repurchase intention (RI) of Brazilian customers' craft beer. Moreover, this…
Abstract
Purpose
This paper aims to investigate the effect of product price image (PPI) on perceived value (PV) and repurchase intention (RI) of Brazilian customers' craft beer. Moreover, this research also verifies the moderating effect of customer experience (CE) and price sensitivity.
Design/methodology/approach
The survey data analysis was performed using Smart-PLS 3.3.9 and Process 4.1 software with 329 customers.
Findings
The results show that PV is a full mediation variable in the relationship between PPI and RI. As a mediated moderation, lower CE and price sensitivity better explain the indirect effect of PPI on RI via PV.
Practical implications
Thus, managers may reinforce the PV of low price sensitivity and low CE. These customers learn about companies' prices compared with higher price-sensitive customers and higher CE that already PV.
Originality/value
The article discusses the implications of PV as a mediator, low price sensitivity and low CE as moderators for craft beer.
Highlights
The world's most widely consumed alcoholic beverage, following water and tea, the third-most-popular drink on earth is beer;
Managers should create strategies to reinforce the PV and consequently the RI by offering PPI and benefits (PV) for customers with low experience and low-price sensitivity about craft beer;
Low customer experience and low-price sensitive's customers are learning about companies' prices compared to higher price sensitive, and higher customer experience that already PV, PL, PF, and PEs and NEs;
Small producers craft beer that connotated the product's high quality and benefits; the higher may be the level of RI and consumption from customers.
The world's most widely consumed alcoholic beverage, following water and tea, the third-most-popular drink on earth is beer;
Managers should create strategies to reinforce the PV and consequently the RI by offering PPI and benefits (PV) for customers with low experience and low-price sensitivity about craft beer;
Low customer experience and low-price sensitive's customers are learning about companies' prices compared to higher price sensitive, and higher customer experience that already PV, PL, PF, and PEs and NEs;
Small producers craft beer that connotated the product's high quality and benefits; the higher may be the level of RI and consumption from customers.
Details
Keywords
Amer Badran, Sean Tanner and Dave Alton
This paper aims to explore how entrepreneurs use social media (SM) to develop their organisational identity within business networks.
Abstract
Purpose
This paper aims to explore how entrepreneurs use social media (SM) to develop their organisational identity within business networks.
Design/methodology/approach
A single embedded case study was used comprising a case firm entrepreneur and eight connected network actors within an artisan food context in Ireland. Data was collected using an in-depth interview complemented with content analysis of networked firms’ Facebook posts (N = 1,652) over a three-year period.
Findings
This paper identifies four common network processes through which entrepreneurs can leverage SM to develop their organisational identity within networks. The processes are network relating, collaborating within networks, interacting with trends and connecting with community.
Research limitations/implications
Findings are limited to the Irish artisan food sector and explore identity development through a single SM platform. The applicability and variation of use of the processes across industries would serve to further refine the processes identified.
Practical implications
Practically, the four processes through which identity within a network can be developed using SM can help entrepreneurs to access and position themselves within business networks, gain access to resources and overcome the classic limitations of newness and smallness.
Originality/value
This paper provides a conceptual framework illustrating the processes involved in developing entrepreneurial organisational identity within business networks using SM. This paper adds to a growing literature that places interaction at the heart of identity development and responds to calls to further understanding of the process of identity development for entrepreneurial ventures.
Details