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Abstract

The current study considers microbrewery taproom customers’ perceptions of neolocalism and the influence that these perceptions have on relationship quality (i.e., satisfaction and trust) and the subsequent influences on place attachment and brand attachment. The current study also utilizes a discussion of neolocalism to posit that the current understanding of place-based brands should be extended to consider the social aspects related to a place. Results indicate that perceptions of neolocalism have a significant positive influence on relationship quality, and relationship quality has significant positive influences on place attachment and brand attachment. Practitioner and academic implications of the research are discussed in detail.

Keywords

craft breweries microbrewery taprooms neolocalism relationship quality place attachment brand attachment

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Assessing Consumer Perceptions of Neolocalism: Making a Case for Microbreweries as Place-Based Brands

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