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
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
Deonir De Toni, Rogério Pompermayer, Fernanda Lazzari and Gabriel Sperandio Milan
The symbolic value of wine is a relevant research topic and raises the interest in studies in both the enological and market areas. In this context, this study aims to understand…
Abstract
Purpose
The symbolic value of wine is a relevant research topic and raises the interest in studies in both the enological and market areas. In this context, this study aims to understand the role of the symbolic value of wine and its relationship to the product purchase intention.
Design/methodology/approach
The study is based on a survey of 269 wine consumers from Brazil. The basic theoretical framework includes three latent constructs (symbolic value, consumer attitude and product-norm experience) and three moderators (consumer involvement, willingness to pay and consumer preference). Relations between these are analyzed using the confirmatory factor analysis (CFA) and the moderated mediation analyses using Haye’s process.
Findings
This research identified that the symbolic value is totally mediated by consumers’ attitudes and product-norm experiences. However, such a relationship occurs directly for consumers with higher involvement with the product, higher willingness to pay, and who assume that wine is their preferred alcoholic beverage.
Originality/value
One of the contributions is to emphasize the symbolic value of wine and highlight how the relationship with different factors can interfere and explain consumer purchase intention and can influence the strategies, actions and investments of companies in the sector.
Details
Keywords
Luciene Eberle, Gabriel Sperandio Milan, Deonir De Toni and Fernanda Lazzari
The purpose of this study is to highlight the understanding of the consequent factors of new services development (NSD) in the literature owing to the impact on organizational…
Abstract
Purpose
The purpose of this study is to highlight the understanding of the consequent factors of new services development (NSD) in the literature owing to the impact on organizational competitiveness, especially in professional services, such as that investigated by health plan operators in the present study.
Design/methodology/approach
The sample (customer of family health plans) consisted of 255 valid cases. For the analysis of the data, multivariate statistical techniques were used through the modeling of structural equations.
Findings
The results found evidence of the significant relationships between the NSD considering the constructs, client orientation, reputation, professional competences and customer retention, as consequences of the NSD, which impact on the success of the new services launched by the health plan operator from the perception of the customer.
Practical implications
This implies that health plan operators need to develop new customer-oriented services by investing in new technologies and having more trained and qualified staff so that they can deliver superior services and, as a consequence, have a more profitable relationship with customers.
Originality/value
The new services may result in greater organizational performance and greater competitiveness for health service providers.