Factors Influencing Brand Loyalty to Craft Breweries in North Carolina

Abstract

In 2005 North Carolina passed a law allowing breweries to give product samples to employees and guests. The law also changed the definition of a malt beverage and increased the amount of alcohol by volume (ABV) from 6%ABV to 15%ABV, allowing brewers to legally make and distribute high gravity craft brews. Since that law has passed, 23 more breweries have opened in North Carolina (North Carolina Alcoholic Beverage Control 2010 Annual Report). The purpose of this study is to gain a clearer understanding of what factors influence brand loyalty to microbreweries. The study looks at why visitors to Mother Earth Brewery in Kinston, North Carolina and Aviator Brewery in Fuquay-Varina, North Carolina chose to visit and purchase from that microbrewery instead of other breweries by examining concepts used in brand loyalty, access, environmental consumption, connection with the community, quality and satisfaction, desire for unique consumer products, and involvement in the industry. Results show that while access, connection with the community, and satisfaction are important to respondents, connection with the community, satisfaction, and uniqueness are the three factors that most align themselves with brand loyalty. Connection with the community was the most important factor in influencing brand loyalty especially among residents and those born in the study region.