Closeness in the context of Beer Brand Perception - the consumer perspective

When discussing closeness, geographical distance between objects or individuals is often the first consideration. However, the concept of closeness is multidimensional. Individuals can feel connected and close to loved ones, but they can also experience such closeness towards brands and products. Yet, it remains unclear what dimensions of closeness exist and how they influence consumers. In this study, an extensive literature review was conducted, resulting in the identification of 15 distinct dimensions of closeness that are likely to influence consumers’ perception of beer brands.
To investigate the influence of closeness on consumer perception, attitude, and behavior, a quantitative survey was conducted. This online survey questioned 187 residents of Upper Austria about their relationship with the local beer brand, "Freistädter Bier". A principal component analysis revealed that closeness can be categorized into two main dimensions: subjective closeness and objective closeness. Subjective closeness emphasizes emotional aspects of the brand relationship, such as shared values, personal interaction, and trust, while objective closeness focuses on practical aspects like availability, accessibility, functionality, and quality.
The findings of the analysis indicate that subjective closeness significantly influences consumers’ perception of beer brands in a positive manner. The insights from this study offer practical implications for brand managers of local food and beverage brands and highlight the importance of fostering emotional connections with consumers.