Microbreweries in the Czech Republic: How does a connection to the local place influence marketing communication?

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12220%2F22%3A43904911" target="_blank" >RIV/60076658:12220/22:43904911 - isvavai.cz</a>

Alternative codes found

RIV/61384399:31160/22:00058674

Result on the web

<a href="https://www.deturope.eu/pdfs/det/2022/02/03.pdf" target="_blank" >https://www.deturope.eu/pdfs/det/2022/02/03.pdf</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.32725/det.2022.013" target="_blank" >10.32725/det.2022.013</a>

Result language

angličtina

Original language name

Microbreweries in the Czech Republic: How does a connection to the local place influence marketing communication?

Original language description

Place-based brands emphasize local identity through connection to the local place where they realize their business. The marketing strategy that emphasizes local attributes to strengthen the local identity is called neolocalism. A strategy in which companies closely linked to their place of business use elements of neolocalism in their communication has become common in recent years and is typical for microbreweries. This article aims to answer the question if there are differences in marketing communication mixes of microbreweries having their own local points of sale, and if the location of that local point of sale (i.e., in the center of the town, in suburban areas, or outside the town) influences which communication tools the microbreweries prefer in their marketing communication mix. We performed a quantitative survey to identify the prevailing marketing communication mix tools used by microbreweries in the Czech Republic. The results confirmed that microbreweries with their own local points of sale utilize different marketing mix components; to varying degrees, they use ATL/BTL communication tools and a varied mix of ON-LINE vs. OFF-LINE communication tools. Similarly, the location of the point of sale further influences the components of the marketing communication mix; microbreweries use a varied mix of ON-LINE vs. OFF-LINE communication tools and without any difference in using of ATL/BTL communication tools.

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

—

Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2022

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

DETUROPE - Central European Journal of Regional Development and Tourism

ISSN

1821-2506

e-ISSN

—

Volume of the periodical

14

Issue of the periodical within the volume

2

Country of publishing house

RS - THE REPUBLIC OF SERBIA

Number of pages

17

Pages from-to

45-61

UT code for WoS article

000910944900002

EID of the result in the Scopus database

2-s2.0-85147773258