Abstract
ABSTRACT The overall purpose of the current study is to determine whether local microbreweries can build brand attachment and loyalty through their relationships with consumers via the microbrewery taproom experience. The study utilized a modified experiential value scale (EVS) and a two-step data collection procedure with a survey instrument to assess consumer perceptions of the taproom experience and how these experiences ultimately influenced feelings of brand attachment and brand loyalty. Results indicated that three aspects of experiential value – service excellence, product excellence and esthetics – significantly influence relationship quality, leading to increased brand attachment and subsequent brand loyalty. Findings and implications are discussed in detail for both academics and practitioners.
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