Dynamic consumer value through value co-creation in the context of consumer culture-An ethnographic study on craft beer consumption in China
Alcohol consumption is important within the research of service management in retail, because it is not only a consumption phenomenon, but also a societal matter. Inappropriate drinking culture and unhealthy drinking habits can cause serious issues to the individuals and the society. Consumers’ drinking habits could be significantly influenced by the value that they perceive and seek for ((Babin,
