Skip to main content

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

Buy Article:

$55.00 plus tax (Refund Policy)

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.

Keywords: anthropomorphic marketing; anthropomorphisation; brand humanisation; brand narratives; sense of place

Document Type: Research Article

DOI: https://doi.org/10.1080/0267257X.2012.762422

Affiliations: Victoria University, Australia

Publication date: 2013-01-01

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more