Beer Style Advocacy: Strengthening the Relationship Between Consumers’ Satisfaction and Repurchase Intention

ABSTRACT

This study tested the commitment consistency principle by examining a model of consumers’ willingness to advocate for their preferred beer style which mediates the relationship between quality or social satisfaction and repurchase intention of the style. A new social satisfaction scale was created using 198 style consumers from two beer establishments, and 450 style consumers recruited from MTurk who tested the model with the new scale. Consumers satisfied with their preferred style’s quality were significantly more likely to repurchase the style, but not when socially satisfied. However, consumers’ willingness to advocate for their preferred style partially mediates the effects between consumers’ quality satisfaction and repurchase intention; and fully mediates the relationship between their social satisfaction and repurchase intention. Style breweries need to create advocation opportunities for their consumers especially when the consumers’ satisfaction is derived from the social aspects of the style.

KEYWORDS:

• Commitment consistency principle
• quality satisfaction
• social satisfaction
• repurchase intention

Disclosure statement

No potential conflict of interest was reported by the author(s).