A platform for research: civil engineering, architecture and urbanism
A platform for research: civil engineering, architecture and urbanism
Geography and branding in the craft beer industry
Place-based branding strategies are important marketing tools for both regions and firms and take advantage of consumers’ embrace of the local in response to globalisation. Craft-brewing is a particularly salient user of these strategies and provides ample data. We use a dataset of breweries, their marketing language and their consumer ratings to study the effectiveness of place-based branding. We use named entity recognition to count references to geography, and measure how these references impact ratings. We find a strong, positive link between the number of place-based labels and a brewery’s rating, suggesting consumers are receptive to placed-based branding.
Geography and branding in the craft beer industry
Place-based branding strategies are important marketing tools for both regions and firms and take advantage of consumers’ embrace of the local in response to globalisation. Craft-brewing is a particularly salient user of these strategies and provides ample data. We use a dataset of breweries, their marketing language and their consumer ratings to study the effectiveness of place-based branding. We use named entity recognition to count references to geography, and measure how these references impact ratings. We find a strong, positive link between the number of place-based labels and a brewery’s rating, suggesting consumers are receptive to placed-based branding.
Geography and branding in the craft beer industry
Hynes, Ryan M. (author) / Kogler, Dieter F. (author)
Regional Studies ; 58 ; 1886-1903
2024-10-02
18 pages
Article (Journal)
Electronic Resource
English
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