Wagn, Lauren; Penner, Sara - In: Cogent business & management 11 (2024) 1, pp. 1-14
cocktail bartenders who act as both ‘agent’ and ‘target’ in the sale of alcohol were interviewed. As the ‘target’, they work … examine the experiences of craft cocktail bartenders. Four themes emerged that were categorized as (1) passion, (2) purism, (3 …) storytelling and (4) personal branding. Findings were put into the Persuasion Knowledge Model, adding depth to our understanding of …