...Johan Bruwer; Justin Cohen Purpose Craft beer (CB) has gained prominence in the on-premise trade in the USA, which has become the world’s largest market for CB. Academically based research in the hospitality domain examining consumer behavioral psychology-based constructs in the situational...

.... The sense of belonging of beer style consumers to a beer style tribe exerts a significant positive influence on their satisfaction with the beer style. Tribalism Word of mouth Craft beer Premium pricing Consumer satisfaction Commitment consistency principle Oliver (1997) suggested...