... brand names, including those that indicate authenticity of the brand’s origin, filling previously identified gaps in the literature on country of origin (COO) with regard to fast-consuming goods and low-involvement products such as beer, and exploring the issue of experiential consumption of beer...

... Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Happiness Pleasure Taste Experiential consumption Food consumption Food well-being Mick (2006) introduced transformative consumer research (TCR) in marketing to tackle consumer well-being issues...