IDENTIDADE E ENGAJAMENTO DOS CONSUMIDORES DE CERVEJAS ARTESANAIS.

The influence of perceived quality, preference, cultural identity, consumer engagement and purchasing attitude on the satisfaction of consumers of craft beers was analyzed. A survey was used, applied to 400 respondents. The structural equation modeling technique based on Partial Least Squares (PLS) was used. It was noted that perceived quality, preference, cultural identity, consumer engagement and purchasing attitude positively influence satisfaction. This study contributes to an understanding of consumer behavior for products with cultural identity appeal, as well as in supporting organizational management for the formulation of business strategies related to the consumption of local products. [ABSTRACT FROM AUTHOR]