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Article
Publication date: 22 November 2022

Fernanda 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

  1. The world's most widely consumed alcoholic beverage, following water and tea, the third-most-popular drink on earth is beer;

  2. 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;

  3. 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;

  4. 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

British Food Journal, vol. 125 no. 7
Type: Research Article
ISSN: 0007-070X

Keywords

Open Access
Article
Publication date: 9 February 2023

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.

1287

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

Journal of Business & Industrial Marketing, vol. 38 no. 8
Type: Research Article
ISSN: 0885-8624

Keywords

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