How Do Firms Process Info? Monitoring Brand Equity Drivers in Food and Beverage Sectors

Rosaria Romano, Marcello Risitano, Michele Quintano

Research output: Book chapterChapterpeer-review

2 Citations (Scopus)

Abstract

The main purpose of this chapter is to show how to set a quantitative analysis of consumer behavior in the food and beverage industry and how the results from such analysis could be entered into producers' decision making. The goal is to bridge the gap between theoretical research and practical needs of companies to improve their performance. The theoretical framework is the analysis of the relations among key brand equity drivers (brand experience and brand trust) and consumers' behavior intentions (intent to buy, intent to use word-of-mouth, willingness to accept brand extensions). The empirical research proposes a structural equation model for analyzing such relations. The case study concerns the consumption of two product categories: coffee (nonalcoholic drink) and beer (alcoholic drink). Particular attention is paid to the interpretation of results and their use for managerial implications.

Original languageEnglish
Title of host publicationCase Studies in the Traditional Food Sector
Subtitle of host publicationA volume in the Consumer Science and Strategic Marketing series
PublisherElsevier Inc.
Pages171-206
Number of pages36
ISBN (Electronic)9780081012604
ISBN (Print)9780081010075
DOIs
Publication statusPublished - 2018
Externally publishedYes

Keywords

  • Beverage products
  • Brand experience
  • Brand trust
  • Consumer behavioral intentions
  • Structural equation modeling

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