Essays about: "craft beer brands"

Found 2 essays containing the words craft beer brands.

1. 1. How Do Craft Beer Brands Negotiate Authenticity Using Retro Branding?

   University essay from Göteborgs universitet/Graduate School

   Author : Rasmus Pihl; Alexander Svensson; [2020-06-23]
   Keywords : Retro branding; craft beer brands; authenticity; enchantment; consumer culture theory CCT ;

   Abstract : Craft beer brands are booming. However, many craft beer brands employ exceedingly similar retro-evocative techniques to negotiate authenticity with consumers. This article explores how craft beer brands systematically use retro marketing as a tool to negotiate authenticity with customers, through a consumer culture theory (CCT) lens. READ MORE

3. 2. How perceived brand authenticity is affected by company growth

   University essay from Göteborgs universitet/Graduate School

   Author : David Johnstone; Gustav Klinton; [2017-06-30]
   Keywords : Perceived brand authenticity; company growth; craft beer; experiment;

   Abstract : While it has been shown that authenticity in brands can contribute to growth, there has been little research regarding how growth affects authenticity. This study measures perceived brand authenticity within the craft beer market, and determines how it is affected by three different aspects of growth: company size, presence and availability, and ownership structure. READ MORE