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dc.contributor.authorStahl, Philipp G.en
dc.contributor.authorTjandra, Nathalia C.en
dc.contributor.authorFeri, Alessandroen
dc.contributor.authorMarshall, Kristenen
dc.date.accessioned2019-11-21T09:43:10Z
dc.date.available2019-11-21T09:43:10Z
dc.date.issued2019-10-31
dc.identifier.citationStahl, P. G., Tjandra, N. C., Feri, A. & Marshall, K. (2019) Beer brand word-of-mouth drivers in Colombia: A qualitative exploration. Transnational Marketing Journal, 7(2), pp. 161-186.en
dc.identifier.issn2041-4692en
dc.identifier.issn2041-4684
dc.identifier.urihttps://eresearch.qmu.ac.uk/handle/20.500.12289/10207
dc.identifier.urihttps://doi.org/10.33182/tmj.v7i2.813
dc.descriptionItem previously deposited in Edinburgh Napier University repository at: http://researchrepository.napier.ac.uk/output/2198307en
dc.description.abstractThis paper explores which motivational drivers incline consumers to engage in word-of-mouth (WOM) communication within the Colombian beer market, forecast to be among the most important beer markets during the coming years. Colombian consumers are primarily influenced by recommendations from friends and family and are therefore more likely to adopt new products due to WOM rather than mass communication. Yet marketers still have little knowledge of how to manage WOM effectively, especially in the Latin America region. Consequently, the authors adopt a qualitative research method conducting semi-structured interviews with fifteen Colombian beer market mavens aimed at exploring which motivational drivers cause consumers to engage in WOM. Twelve motivational drivers were found for WOM about beer brands. Of these, two were found to be partially important, and three appeared to be necessary. The findings of this study propose a number of recommendations to be made for enhancing motivational drivers to generate more WOM. The findings of the study could be used to develop a quantitative measurement identifying which of the motivational drivers have the most influence on Colombian consumers to engage in WOM. This research could assist brewing businesses to internationalise into the Colombian beer market and to achieve competitive advantage.en
dc.description.urihttps://doi.org/10.33182/tmj.v7i2.813en
dc.format.extent161-186en
dc.language.isoenen
dc.publisherTransnational Pressen
dc.relation.ispartofTransnational Marketing Journalen
dc.subjectWord-of-mouthen
dc.subjectBeeren
dc.subjectMarket Mavensen
dc.subjectColombiaen
dc.subjectLatin Americaen
dc.titleBeer brand word-of-mouth drivers in Colombia: A qualitative explorationen
dc.typeArticleen
dcterms.accessRightspublic
dcterms.dateAccepted2019-08-02
dc.description.volume7en
dc.description.ispublishedpub
rioxxterms.typeJournal Article/Reviewen
rioxxterms.publicationdate2019-10-31
refterms.dateFCD2019-11-21
refterms.depositExceptionNAen
refterms.accessExceptionNAen
refterms.technicalExceptionNAen
refterms.panelUnspecifieden
qmu.authorMarshall, Kristenen
dc.description.statuspub
dc.description.number2en
refterms.versionVoRen
refterms.dateDeposit2019-11-21


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