Investigating the effects of a consumer experience event on brand perception, attitudinal brand loyalty, and purchasing behavior: A winemaker dinner application

The challenge for many companies is to create strong bonds between their products or brands and consumers. Consumer Experience Tourism (CET), which allows visitors to experience a product in its brand home, includes a disproportionate number of food and beverage producers, especially wineries, with winery visitation shown to positively influence brand perception, brand loyalty, and purchasing behavior. However, CET visitors are limited to those consumers who live in close proximity to the brand’s home or who are willing and able to travel there. This exploratory study investigated the effects of a Consumer Experience Event, in the form of a winemaker dinner, to determine whether they are similar to those of a winery visit. A two-survey method was used to survey attendees at a winemaker dinner - the first survey immediately prior to the dinner and the second four months later. Results showed a significant positive effect on brand perception, attitudinal brand loyalty, and purchasing behavior, suggesting that it is possible to “bring the winery experience” to the customer. Theoretical and practical implications are discussed.