Search results

1 – 3 of 3
Per page
102050
Citations:
Loading...
Access Restricted. View access options
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…

718

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

Access Restricted. View access options
Article
Publication date: 17 September 2021

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…

2978

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.

Access Restricted. View access options
Article
Publication date: 6 September 2018

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…

168

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.

Details

International Journal of Quality and Service Sciences, vol. 10 no. 4
Type: Research Article
ISSN: 1756-669X

Keywords

1 – 3 of 3
Per page
102050