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千禧一代与精酿品牌的起飞:美国啤酒行业的偏好形成

Millennials and the Takeoff of Craft Brands: Preference Formation in the U.S. Beer Industry

Marketing Science · 2022
被引 29
人大 AFT50UTD24ABS 4*

中文导读

研究发现,千禧一代与婴儿潮一代在精酿啤酒消费上的差距主要源于代际间消费资本的差异,而非内在偏好的不同。

Abstract

Differences in consumption capital across generations account for most of the craft beer share gap between millennials and baby boomers, not differences in intrinsic preferences.

消费者行为市场营销产业经济学代际差异