Elementos de la Teoría del Flujo y Percepción de Valor que influyen en la lealtad del consumidor de la cerveza artesanal en México
DOI:
https://doi.org/10.29105/vtga5.1-920Keywords:
lealtad, flujo, percepción de valor.Abstract
Within the last several years, craft beer in Mexico has had an exponential growth in its production, becoming an emerging sector with a high potential for development. However, this sector belongs to the SMEs group, which faces great challenges to achieve its consolidation and permanence. In order to mitigate this problem, large corporations use the development of consumer loyalty as a marketing strategy. Although these SMEs do not have these types of strategies; nowadays they work with promotion strategies such as tastings and tours focused on consumer experience. These strategies have a high relationship with loyalty and is therefore the reason why this research focuses on measuring through a causal model the key elements of the theory of flow and the value perception in consumer loyalty. This will lead to the improvement in the sales strategies of craft beer in Mexico.
Downloads
References
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Shopping measuring Value Hedonic and Utilitarian. Journal of Consumer Research, 20(4), 644-656. Recuperado de: https://doi.org/0093-5301 DOI: https://doi.org/10.1086/209376
Bennett, P. D., & Harrell, G. D. (1975). The Role of Confidence in Understanding and Predicting Buyers’ Attitudes and Purchase Intentions. Journal of Consumer Research, 2(2), 110. Recuperado de: https://doi.org/10.1086/208622 DOI: https://doi.org/10.1086/208622
Camiruaga, A. I. (2013). Cerveza artesanal en México. Journal of the Science of Food and Agriculture, 15(8), 56-63. Recuperado de: https://doi.org/10.1021/acs.jafc.5b00239 DOI: https://doi.org/10.1021/acs.jafc.5b00239
Chartrand, T. L., Huber, J., Shiv, B., & Tanner, R. J. (2008). Nonconscious Goals and Consumer Choice. Journal of Consumer Research, 35(2), 189-201. Recuperado de: https://doi.org/10.1086/588685 DOI: https://doi.org/10.1086/588685
Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93. Recuperado de: https://doi.org/10.1509/jmkg.65.2.81.18255 DOI: https://doi.org/10.1509/jmkg.65.2.81.18255
Chevalier, J. a, & Mayzlin, D. (2006). The Effect of Word of Mouth on Sales: Online Book Reviews. Journal of Marketing Research, 43(3), 345-354. Recuperado de: https://doi.org/10.1509/jmkr.43.3.345 DOI: https://doi.org/10.1509/jmkr.43.3.345
Csikszentmihalyi, M. (1988). The flow experience and its significance for human psychology. Optimal Experience: Psychological Studies of Flow in Consciousness. DOI: https://doi.org/10.1017/CBO9780511621956
Dowling, G. R., & Staelin, R. (1994). A Model of Perceived Risk and Intended Risk-handling Activity. Journal of Consumer Research, 21(1), 119-134. Recuperado de: https://doi.org/10.1086/209386 DOI: https://doi.org/10.1086/209386
Friedman, L. (2012). Go To Market Strategy. Routledge. DOI: https://doi.org/10.4324/9780080507460
Gallarza, M. G., & Saura, I. G. (2006). Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students’ travel behaviour. Tourism Management, 27(3), 437-452. DOI: https://doi.org/10.1016/j.tourman.2004.12.002
Green, T., & Peloza, J. (2011). How does corporate social responsibility create value for consumers? Journal of Consumer Marketing, 28(1), 48-56. DOI: https://doi.org/10.1108/07363761111101949
Holbrook, M. B. (1999). Consumer value: a framework for analysis and research. Psychology Press.
Howard, J. A., & Sheth, J. N. (1970). The Theory of Buyer Behavior. British Journal Of Marketing, 4(2), 106. Recuperado de: https://doi.org/10.2307/2284311 DOI: https://doi.org/10.2307/2284311
Jackson, S., Kimiecik, J., Ford, S., & Marsh, H. (1998). Psychological Correlates of Flow in Sport. Journal of Sport & Exercise Psychology. https://doi.org/10.1177/017084068800900203 DOI: https://doi.org/10.1123/jsep.20.4.358
Keller, K. L. (1993). Conceptualizing, Measuring, Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22. Recuperado de: https://doi.org/10.2307/1252054 DOI: https://doi.org/10.1177/002224299305700101
Korzaan, M. L. (2003). Going with the flow: Predicting online purchase intentions. Journal of Computer Information Systems, 43(4), 25-31.
Kotler, P. (1991). Kotler on... Management Decision, 29(2), 00251749110004961. Recuperado de: https://doi.org/10.1108/00251749110004961 DOI: https://doi.org/10.1108/00251749110004961
Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information Systems Research, 13(2), 205-223. DOI: https://doi.org/10.1287/isre.13.2.205.83
Lecocq, S., & Visser, M. (2006). What determines wine prices: Objective vs. sensory characteristics. Journal of Wine Economics, 1(1), 42-56. DOI: https://doi.org/10.1017/S1931436100000080
Mazar, N., Amir, O., & Ariely, D. (2008). The Dishonesty of Honest People: A Theory of Self-Concept Maintenance. Journal of Marketing Research, 45(6), 633-644. https://doi.org/10.1509/jmkr.45.6.633 DOI: https://doi.org/10.1509/jmkr.45.6.633
McDougall, G. H. G., & Levesque, T. (2000). Customer satisfaction with services: putting perceived value into the equation. Journal of Services Marketing, 14(5), 392-410. DOI: https://doi.org/10.1108/08876040010340937
Mirvis, P. H., Csikszentmihalyi, M., & Csikzentmihaly, M. (1991). Flow: The Psychology of Optimal Experience. Academy of Management Review, 16. Recuperado de: https://doi.org/10.5465/AMR.1991.4279513 DOI: https://doi.org/10.2307/258925
Oliver, R. L. (1999). Whence consumer loyalty? The Journal of Marketing, 63, 33-44. Recuperado de: 455 https://doi.org/10.2307/1252099 DOI: https://doi.org/10.2307/1252099
Richins, M. L. (1983). Negative Word- of-Mouth by Dissatisfied Consumers : A Pilot Study. Journal of Marketing, 47(1), 68-78. Recuperado de: https://doi.org/10.2307/3203428 DOI: https://doi.org/10.1177/002224298304700107
Söderlund, M. (1998). Customer satisfaction and its consequences on customer behaviour revisited: The impact of different levels of satisfaction on word-of-mouth, feedback to the supplier and loyalty. International Journal of Service Industry Management, 9(2), 169-188. DOI: https://doi.org/10.1108/09564239810210532
Soto, E., & Dolan, S. L. (2004). Las PYMES ante el desafío del siglo XXI: los nuevos mercados globales. Cengage Learning Editores.
Steenkamp, J.-B. E. M., Batra, R., & Alden, D. L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1), 53-65. DOI: https://doi.org/10.1057/palgrave.jibs.8400002
Steven Podoshen, J. (2008). The African American consumer revisited: brand loyalty, word-of-mouth and the effects of the black experience. Journal of Consumer Marketing, 25(4), 211-222. DOI: https://doi.org/10.1108/07363760810882407
Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 1999, 1.
Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21(10), 799-822. DOI: https://doi.org/10.1002/mar.20030
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22. DOI: https://doi.org/10.1177/002224298805200302
Zhou, T., & Lu, Y. (2011). Examining mobile instant messaging user loyalty from the perspectives of network externalities and flow experience. Computers in Human Behavior, 27(2), 883-889. DOI: https://doi.org/10.1016/j.chb.2010.11.013
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
a). Authors keep copyright and give the journal the right of the first publication of the work under a Creative Commons attribution license. This license allows others to share the work as long as original authorship and initial publication in this journal is acknowledged.
b). Authors may make other independent and additional contractual agreements for the non-exclusive distribution of the version of the article published in this journal (e.g., include it in an institutional repository or publish it in a book) as long as they clearly indicate that the work was published for the first time in this journal.
c). Authors are allowed to self-archive their work in institutional repositories or on their own website before and during the submission process, as this may encourage productive exchanges and increase early and overall citation of the published work.
