Purpose

This study investigated the factors of brand-related behavior, such as brand schematicity (BS), brand relevance in category (BRiC) and brand loyalty (BL), to clarify how they influence customer purchasing behavior regarding alcohol and other beverages. This study aims to provide insights that may benefit corporate and regulatory sectors regarding brand-related customer behavior and increases/decreases in alcoholic beverage purchases.

Design/methodology/approach

This study included a sample of 501 Hungarian participants, representative of the population in many respects. The author constructed a model using partial least squares structural equation modeling with data collected from internationally validated scales.

Findings

The findings of this study reveal that BL or BRiC do not positively and directly influence purchase frequency in the beer, wine and pálinka categories; however, their purchase frequency is significantly and positively influenced by BS. Additionally, the degree of BS was somewhat above average for alcoholic beverages compared to nonalcoholic beverages; it was also slightly higher for beer than for wine and pálinka.

Originality/value

To the best of the authors’ knowledge, this is the first study to examine the three brand-related factors of customer behavior, analyze their connections and clarify their effects on alcoholic beverage purchases. BS is a relatively new factor; to the best of the authors’ knowledge, no other study to date has measured the extent of BS and its association with beverage-related customer behaviors. Future studies can compare this study’s findings on the level of BS for eight alcoholic and nonalcoholic beverages. To the best of the authors’ knowledge, this study is also the first to investigate brand-related customer behavior regarding pálinka.

中文翻译：

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品牌相关行为因素（品牌忠诚度、品类中的品牌相关性、品牌示意图）如何影响消费者的酒精饮料购买？

目的

本研究调查了品牌相关行为的因素，例如品牌示意图 (BS)、品牌类别相关性 (BRiC) 和品牌忠诚度 (BL)，以阐明它们如何影响客户对酒精和其他饮料的购买行为。本研究旨在提供可能有利于企业和监管部门有关品牌相关客户行为和酒精饮料购买量增加/减少的见解。

设计/方法论/途径

这项研究的样本包括 501 名匈牙利参与者，在许多方面都代表了该人群。作者利用偏最小二乘结构方程建模以及从国际验证的量表中收集的数据构建了一个模型。

发现

本研究的结果表明，BL 或 BRiC 不会对啤酒、葡萄酒和 pálinka 品类的购买频率产生积极且直接的影响；然而，他们的购买频率受到 BS 的显着且积极的影响。此外，与非酒精饮料相比，酒精饮料的 BS 程度略高于平均水平；啤酒的价格也略高于葡萄酒和帕林卡酒。

原创性/价值

据作者所知，这是第一项研究顾客行为的三个品牌相关因素、分析它们之间的联系并阐明它们对酒精饮料购买的影响的研究。BS 是一个相对较新的因素；据作者所知，迄今为止还没有其他研究测量过 BS 的程度及其与饮料相关顾客行为的关联。未来的研究可以比较本研究关于八种酒精和非酒精饮料的 BS 水平的结果。据作者所知，这项研究也是第一个调查 pálinka 品牌相关客户行为的研究。