Beer Brand Word-of-Mouth Drivers in Colombia: A Qualitative Exploration
Journal Article
Stahl, 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), 161-186. https://doi.org/10.33182/tmj.v7i2.813
This 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...