Luxury craftsmanship – the emergent luxury beer market
ISSN: 0007-070X
Article publication date: 18 October 2018
Issue publication date: 1 May 2019
Abstract
Purpose
The purpose of this paper is to consider the design of experiential marketing strategies within the luxury beer category.
Design/methodology/approach
The research is exploratory in order to provide a broad, grounded starting point within the context of a changing luxury landscape.
Findings
Consumer responses to the craft beer consumption experience can be applied to the four dimensions of experiential value as defined by Mathwick et al. (2001): consumer return on investment; perceived excellence value; perceived playfulness; and perceived aesthetic value.
Practical implications
This analysis suggests that the degree to which a luxury beer brand is able to deliver experiential value will largely determine its market success.
Originality/value
This paper is the first to study experiential marketing within the context of the luxury beer category.
Keywords
Citation
Williams, A., Atwal, G. and Bryson, D. (2019), "Luxury craftsmanship – the emergent luxury beer market", British Food Journal, Vol. 121 No. 2, pp. 359-370. https://doi.org/10.1108/BFJ-02-2018-0092
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited