A bartender, a brand rep and a customer walk into a bar: an exploration of the expert middleperson in the Persuasion Knowledge Model

A bartender, a brand rep and a customer walk into a bar: an exploration of the expert middleperson in the Persuasion Knowledge Model

AbstractThis research explores the relationship between liquor brand representatives and bartenders, its effects on the bartenders’ profession and subsequent theoretical implications from a Persuasion Knowledge Model perspective. Seven senior craft cocktail bartenders who act as both ‘agent’ and ‘ta...

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Bibliographic Details
Main Authors: Lauren Wagn, Sara Penner
Format: Article
Language:English
Published: Taylor & Francis Group 2024-12-01
Series:Cogent Business & Management
Subjects:
Persuasion
persuasion knowledge model
service industry
consumer behaviour
Ediz Akcay, Bournemouth University Talbot Campus: Bournemouth University, United Kingdom of Great Britain and Northern Ireland
Marketing
Online Access:https://www.tandfonline.com/doi/10.1080/23311975.2024.2340120

Internet

https://www.tandfonline.com/doi/10.1080/23311975.2024.2340120

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