How storytelling impacts branding for craft beer

Michael Marck, Tess Gordon, Sean Ennis, Anita Radon

Research output: Chapter in Book/Report/Conference proceedingConference contribution book

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Abstract

This paper explores millennial consumers’ perceptions regarding how brand storytelling can contribute to building brand equity for the craft beer industry. Since time began, stories provided deeper meaning of life, uniting cultures and fortifying religious beliefs. People like to experience life through stories since they enhance relationships, serve as learning tools and help build an all-important sense of community. The study adds value to academics by extending the literature about storytelling and examining the ‘Extended Transportation-Imagery Model’ (Van Laer et al., 2014). The research enhances craft beer brewers’ understanding of how storytelling can build their brands while targeting the fickle needs of millennials. This group, 21-34 year olds are credited for being trend hunters, value conscious, purchasing organic and healthy and also noted for spending more on craft beer each month than they do on their mobile phones and utilities (Settembre, 2019) becoming a profitable and growing segment to target.
Original languageEnglish
Title of host publicationWinds of Change
Subtitle of host publicationProceedings of ANZMAC 2019
Place of PublicationWellington, NZ
Number of pages4
Publication statusPublished - 2 Dec 2019
EventANZMAC 2019: Winds of Change - Wellington, New Zealand
Duration: 2 Dec 20194 Dec 2019

Conference

ConferenceANZMAC 2019
CountryNew Zealand
CityWellington
Period2/12/194/12/19

Keywords

  • branding
  • millennials
  • storytelling

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  • Cite this

    Marck, M., Gordon, T., Ennis, S., & Radon, A. (2019). How storytelling impacts branding for craft beer. In Winds of Change: Proceedings of ANZMAC 2019