Understanding Millennial relationships and consumption of no and low alcohol beer brands

Purpose: The purpose of the study is to determine the influence of brand image on brand relationships (brand satisfaction, brand trust and brand attachment), and the impact of these relationships on the current and future consumption of millennial consumers’ no and low alcohol (NoLo) beer brands. It also explored the moderating role of traditional word of mouth (WOM) and electronic word of mouth (eWOM) on the relationship between current and future consumption. Design/methodology/approach: The study sample included 439 millennials from Gauteng, South Africa, who actively purchase and consume NoLo beer. Structural equation modelling (SEM) was used to test the proposed hypotheses. A descriptive research design and non-probability sampling method were utilised, with reliability validated prior to SEM. Structural equation modelling examined both direct and indirect effects. Findings/results: Findings show NoLo beer aligns with millennials’ values and strengthens their identities, making them feel unique and accepted. Most hypotheses were accepted, except H4. Millennials may view NoLo beer as a functional product, trusting it without emotional attachment. Their attachment may not lead to current consumption but instead, it leads to future consumption as they await stronger brand identities or better products. Practical implications: The study offers NoLo beer sellers valuable guidelines to better understand and anticipate the consumption behaviour of South African millennials. Originality/value: This study provides insights into the structural properties linking the brand image with the current and future consumption of NoLo beer among millennials. Understanding this growing market segment is crucial for successful sales.