Drivers of Value In The Beer Market: Comparing an Imported And A National Brand

Abstract

The European brewing industry is a main economic sector and a major activity in the agro food area. While the majority of the product consumption is domestic, imported beer has also increased remarkably in the recent years. This study raises two objectives; firstly to obtain an approximation of the profile of the Spanish beer consumer through a descriptive analysis, and on the other hand, it aims to compare brand equity variables from a domestic brand to an imported brand. A quantitative study is carried out using a semi-structured questionnaire to potential customers, obtaining 281 valid responses. Then, we proceed with an analysis of the variables of brand equity and with comparative study between the two brands in one major European market-the Spanish market-, one domestic-Mahou-and the other one-Corona-imported from México, to analyze differences in brand value from the consumer viewpoint. Our results highlight that Coronate brand has been positioned properly in the market, suggesting that has been able to offer beer consumers a remarkable brand value, and that the consumer is perceiving it.

Managing brand equity in the brewing sector

“…However, especially in recent years, the attention of the literature has begun to shift toward the brewing industry, where the level of competition has become intense (Juga et al, 2018). Therefore, the brand equity dimension can play a key role since it allows brewery firms to achieve important competitive advantages based on premium price and higher levels of consumers' loyalty (Calvo-Porral and Montes-Solla, 2013). In particular, Calvo-Porral and Levy-Mangin (2015) analyze and compare the brand equity of local and global beer brands, thus corroborating how they tend to differ.…”

“…Considering that it is composed of Italian students and that the reach of the COO image can vary according to the nationality and culture of the consumer (Nebenzahl et al, 1997), it could be interesting to analyze other target groups and geographical contexts. For instance, future studies could compare different European countries since literature underlines the existence of differences in terms of brand equity in the European brewery markets (Calvo-Porral and Montes-Solla, 2013). Additionally, future contributions might include other antecedents of OBE dimensions, such as product typicality (e.g.…”