Full Citation
Title: Communicating Sense of Place to Build Brand Identity: An Analysis of Craft Brewery Websites
Citation Type: Journal Article
Publication Year: 2022
ISBN:
ISSN: 2329-5163
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Abstract: This study evaluated and analyzed how eight craft breweries in Southern New Jersey communicated Sense of Place (SOP) to build brand identity through their websites. In the highly competitive market of craft breweries, many utilize their distinctive geographic identifiers to market their unique SOP to their customers. SOP can be described as the entire group of cognitions and affective sentiments held regarding a particular geographic locale (Altman & Low, 1992; Jorgensen & Stedman, 2001). In this study, SOP was evaluated through Gruenewald’s (2003) Multidisciplinary Framework for Place Conscious Education (MFPCE), which details five indicators: perceptual, sociological, ideological, political, and ecological. A sixth indicator, temporal, was also added (Cavaliere, 2017). Additionally, an effective brand identity strategy informs, guides, and helps develop, nurture, and implement a business’s overall branding strategy (Madhavaram et al., 2005). Brand identity activities ought to be significantly influenced by an in-depth understanding of, and appreciation for, an organization’s unique SOP. Since a website is often used by a business as a comprehensive tool to communicate their unique products and services, the increasingly competitive online domain depends on a business’s ability to orchestrate verbal and visual stimuli on product web pages to effectively convert page visitors into buyers (Schlosser et al., 2006). Only one of the eight breweries communicated SOP through all six indicators. Their website communication was comprehensive, descriptive, effective, and visually appealing. This model allows breweries to create interesting, memorable, and engaging website content that drives consumers to experience the place and product.
Url: https://faculty.utrgv.edu/louis.falk/qrbd/QRBDfeb22.pdf#page=93
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Authors: Albano, Donna; Lolli, Jeffery C.; Corbo, Angela M.
Periodical (Full): Quarterly Review of Business Disciplines
Issue: 4
Volume: 8
Pages: 261-284
Data Collections: IPUMS NHGIS
Topics: Labor Force and Occupational Structure, Other
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