Cortney L. Norris, Marissa Orlowski and Scott Taylor, Jr.
As a result of both shifting social concerns and stricter legislation, many companies are seeking innovative and sustainable solutions for both primary and secondary packaging…
Abstract
Purpose
As a result of both shifting social concerns and stricter legislation, many companies are seeking innovative and sustainable solutions for both primary and secondary packaging. The craft beer industry has made the most notable advancements with a variety of alternatives to the traditional secondary packaging (e.g. plastic rings) used to link beer cans. Yet, despite the impact packaging has on consumer purchase behavior and the environment, secondary packaging has received far less attention in the literature. This study aims to understand consumer perceptions of craft beer secondary packaging on consumers’ willingness to buy via the underlying mechanisms of perceived packaging innovation and sustainability.
Design/methodology/approach
A single-factor between-subjects experiment with four conditions (secondary packaging format: Pak-Tech holder, Keel Clip holder, Glue-Pack holder, Biodegradable holder) was conducted with 354 participants to test the hypothesized serial mediation model.
Findings
The results demonstrate that none of the secondary packaging styles had a direct effect on willingness to buy, meaning that the package style alone does not influence a consumer’s purchase decisions. Critically, the results also revealed indirect effects; specifically, the Keel Clip and Glue-Pack six-pack can holders were perceived as more innovative than the Pak-Tech holder, which in turn positively influenced perceptions of packaging sustainability and subsequent willingness to buy.
Originality/value
The authors’ results extend the research on sustainable secondary packaging and aids craft breweries along with other beverage producers in making informed decisions as the push for sustainable packaging becomes more prominent.
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Scott Taylor Jr., Elizabeth A. Whalen and Cortney L. Norris
This two-part exploratory study aims to investigate the perceptions of active lifestyle individuals and general craft beer consumers toward no- and low-alcohol craft beers. The…
Abstract
Purpose
This two-part exploratory study aims to investigate the perceptions of active lifestyle individuals and general craft beer consumers toward no- and low-alcohol craft beers. The influence of advertising appeals is also tested to determine the effectiveness of value-expressive and guilt appeals in determining switching behaviors.
Design/methodology/approach
The first study used a mixed-methods approach to determine perceptions and switching behaviors for active lifestyle individuals. The first part of the study presented respondents with one of three advertisements, the ads were designed to either elicit a value expressive appeal, a guilt appeal or a control. The second part of this study presented respondents with a series of open-ended questions seeking further information on their perceptions and preferences regarding no- and low-alcohol craft beers. The second study assessed perceptions of general craft beer consumers as they related to the three advertisements.
Findings
The results of this quantitative studies did not find any significant differences between the three ad slogans; however, the results of the qualitative study do indicate differing perceptions and potential switching behaviors for active lifestyle individuals.
Research limitations/implications
This research advances knowledge on advertising appeals for no- and low-alcoholic craft beers.
Practical implications
Brewers and marketers gain insights into two different consumer groups perceptions and potential switching behaviors toward no- and low-alcohol craft beers.
Originality/value
This research tests how advertising appeals influence perceptions and potential switching behaviors of active lifestyle individuals and general craft beer consumers toward no- and low-alcohol craft beers.
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Cortney L. Norris, Scott Taylor Jr and D. Christopher Taylor
The purpose of this systematic review is to highlight some of the business model changes restaurants, bars and beverage producers undertook to modify their operations in order to…
Abstract
Purpose
The purpose of this systematic review is to highlight some of the business model changes restaurants, bars and beverage producers undertook to modify their operations in order to not only stay in business but also to better serve their employees and communities during the COVID-19 crisis.
Design/methodology/approach
An analysis was conducted on 200 industry articles and categorized into three major themes: expansion of take-out/delivery, innovative practices, and community outreach/corporate support, each are further subdivided into additional themes. The systematic review is further supported by personal interviews with industry professionals.
Findings
This research finds that there were many different approaches used in adjusting business models in response to the dining restrictions put in place due to COVID-19. From these approaches, themes were developed which resulted in uncovering some suggestions such as developing contingency plans, being flexible and creative, eliminating menu items, investing in a communication platform and getting involved with local government. In addition, some practices operators should be mindful of such as selling gift cards and starting a crowdfund.
Research limitations/implications
This research provides a systematic analysis of business model changes that occurred due to COVID-19 dining restrictions. Researchers can use this information as a guide for further analysis on a specific theme introduced herein.
Practical implications
This research offers several practical implications which will assist the industry should another similar event occur in the future. The systematic analysis describes and documents some suggestions as well as practices to be mindful of in preparing contingency plans for the future.
Originality/value
This research documents an unprecedented time for the hospitality industry by examining how restaurant, bar and beverage producers around the country responded to COVID-19 restrictions. Distilling the multitude of information into succinct themes that highlight the business model changes that occurred will aid future research as well as operators.
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Cortney L. Norris, D. Christopher Taylor and Scott Taylor Jr.
This study aims to introduce, explicate, offer a framework and provide future research directions for a phenomenon herein named rogue marketing. Rogue marketing is explored…
Abstract
Purpose
This study aims to introduce, explicate, offer a framework and provide future research directions for a phenomenon herein named rogue marketing. Rogue marketing is explored vis-à-vis a phenomenon that occurred over the summer of 2019 with a new product category, hard seltzers. It is proposed that rogue marketing occurs when an unaffiliated individual creates and posts an informal message about a brand on social media that becomes viral. Although the post is not funded or endorsed by the company that owns the brand, reaching viral status results in free and unexpected advertising (positive or negative).
Design/methodology/approach
Rogue marketing is first explored through a comparative analysis with company produced advertisements. Then, the company’s response to rogue marketing is gauged through both qualitative and quantitative data. The sample of 210 respondents was recruited from students enrolled in college hospitality courses and through posts made on social media.
Findings
Rogue marketing is found to be somewhat more compelling than company produced advertisements and those who found the rogue marketing message more compelling had stronger sentiments regarding the company’s response.
Research limitations/implications
This exploratory study of rogue marketing provides a conceptualization and starting framework for future research concerning this phenomenon.
Originality/value
Rogue marketing is a new phenomenon and is distinct from influencer marketing and viral marketing in its characteristics. Additionally, the company’s response to rogue marketing messages may influence behavioral outcomes.
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Cortney L. Norris, Michelle Russen and Scott Taylor Jr
The experiential value scale (EVS) has been widely applied in hospitality literature in a postconsumption manner to predict organizational outcomes; however, it lacks a key…
Abstract
Purpose
The experiential value scale (EVS) has been widely applied in hospitality literature in a postconsumption manner to predict organizational outcomes; however, it lacks a key component that captures the inherently social nature of the restaurant industry: social value. This study had two goals: to validate the inclusion of social value with the EVS and apply the new scale to predict intent to dine in an independently owned restaurant.
Design/methodology/approach
Using cross-sectional survey design and factor analysis, the pilot study tests the experiential value scale with the addition of social value. In the main study, the validated scale is used to predict intent to dine in an independent restaurant using structural equation modeling. Respondents for both studies were recruited from the survey panel site Prolific, generating 266 usable samples for the pilot and 259 for the main study.
Findings
The findings suggest a high correlation between social value and the other experiential values, creating the EVS + SV scale. Using the new scale to predict dining intent, service quality was a positive predictor in selecting an independent restaurant. However, limitations, such as sample origin and time, are further discussed, and future research to alleviate these is recommended.
Research limitations/implications
Social value has been shown as an additional part of the EVS. Restauranteurs and hospitality researchers alike may use the new EVS + SV scale to determine the values that most influence customers' restaurant selection and make recommendations on how to use limited capital.
Originality/value
The current study added social value to the EVS, creating what has been referred to as the EVS + SV scale in this study. Additionally, unlike others, the EVS + SV scale was used as an antecedent to restaurant choice, meaning customers will assess certain aspects of a restaurant before deciding where to dine out, allowing restaurant operators to leverage their strengths and attract customers.
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Cortney Norris, Scott Taylor and D. Christopher Taylor
This research aimed to fill several gaps in the tipping literature which has overlooked the server's perspective in identifying and understanding variables that influence a tip…
Abstract
Purpose
This research aimed to fill several gaps in the tipping literature which has overlooked the server's perspective in identifying and understanding variables that influence a tip amount and therefore where they concentrate their efforts during the service encounter. Furthermore, the extant literature has theorized how or why certain variables influence the tip amount, but these studies fail to capture insight from server's which would supplement the theory and provide a more in-depth understanding of the mechanisms at play.
Design/methodology/approach
This study adopts a grounded theory approach using semi-structured one-on-one interviews with tipped restaurant employees who were identified and selected using snowball sampling. Content analysis is employed to code and categorize the data.
Findings
The content analysis revealed five categories where servers focus their time and effort to earn tips: service quality, connection, personal factors, expertise and food quality. The server's personality was identified as a variable the tipping literature has largely ignored as a determinant of the tip amount. Server's shift their style of service for groups of eight or more people, and for regular customers, who must dine in the restaurant at least once per week. Lastly, despite the many drawbacks associated with working for tips, servers would not want to replace it with any other method of compensation.
Originality/value
This is the first qualitative study focused on understanding the server's role in the service exchange relationship since McCarty et al. (1990) study. The results provide new insights on the often-studied variables from the tipping literature.