Leveraging the human side of the brand using a sense of place: Case studies of craft breweries

Anne-Marie Hede, Torgeir Aleti

Research output: Contribution to journalArticleResearchpeer-review

37 Citations (Scopus)

Abstract

In order for consumers to connect emotionally with brands, brands must be transformed from inanimate entities into the realm of acquiring human characteristics. Following a review of more than 1000 breweries from online sources and beer companion books, we explore how a sense of place, derived from myths, folklores, and heroes, enables marketers and consumers to co-create narratives that humanise brands. We add to the theory on brand humanisation as we conclude that a sense of place offers a novel, and different, approach to humanisation strategies based on anthropomorphisation, personification, and user imagery, but can also operate in tandem with them. Further research is recommended to understand how and why consumers respond to branding strategies that use a sense of place to humanise brands.
Original languageEnglish
Pages (from-to)207 - 224
Number of pages18
JournalJournal of Marketing Management
Volume29
Issue number1/2
DOIs
Publication statusPublished - 2013
Externally publishedYes

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