Regional Identity as a Marketing Strategy for Breweries in Czechia

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11310%2F23%3A10477875" target="_blank" >RIV/00216208:11310/23:10477875 - isvavai.cz</a>

Výsledek na webu

<a href="https://link.springer.com/chapter/10.1007/978-3-031-39008-1_17" target="_blank" >https://link.springer.com/chapter/10.1007/978-3-031-39008-1_17</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1007/978-3-031-39008-1" target="_blank" >10.1007/978-3-031-39008-1</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Regional Identity as a Marketing Strategy for Breweries in Czechia

Popis výsledku v původním jazyce

The intensification of globalization over the last few decades has generated a growing interest among inhabitants and businesses in regional environments and imageries. This includes the interest in regional food, such as the labelling and promotion of food tied to a specific place. The beer industry, in particular, offers comprehensive insights into the dynamics of producers&apos; usage of regional identity marketing strategies. In this chapter, we aim to evaluate the significance, conditions, and spatial distribution of regional identity marketing of breweries in Czechia, a traditional brewing country that has experienced several waves of upheaval in brewery structure and dynamics following globalization. To achieve this goal, we examined the websites and other modes of promotion of all active industrial and craft breweries to determine the exploitation of regional identity marketing in breweries&apos; narratives, names, slogans, logos, and labels. The findings indicate significant differences in the usage of regional identity among breweries across regions, confirming that both landscape value and historical regionalism influence the potential for regional marketing in the beer industry.

Název v anglickém jazyce

Regional Identity as a Marketing Strategy for Breweries in Czechia

Popis výsledku anglicky

The intensification of globalization over the last few decades has generated a growing interest among inhabitants and businesses in regional environments and imageries. This includes the interest in regional food, such as the labelling and promotion of food tied to a specific place. The beer industry, in particular, offers comprehensive insights into the dynamics of producers&apos; usage of regional identity marketing strategies. In this chapter, we aim to evaluate the significance, conditions, and spatial distribution of regional identity marketing of breweries in Czechia, a traditional brewing country that has experienced several waves of upheaval in brewery structure and dynamics following globalization. To achieve this goal, we examined the websites and other modes of promotion of all active industrial and craft breweries to determine the exploitation of regional identity marketing in breweries&apos; narratives, names, slogans, logos, and labels. The findings indicate significant differences in the usage of regional identity among breweries across regions, confirming that both landscape value and historical regionalism influence the potential for regional marketing in the beer industry.

Druh

C - Kapitola v odborné knize

CEP obor

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OECD FORD obor

50701 - Cultural and economic geography

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2023

Kód důvěrnosti údajů

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

Název knihy nebo sborníku

The Geography of Beer: Policies, Perceptions, and Place

ISBN

978-3-031-39007-4

Počet stran výsledku

12

Strana od-do

215-226

Počet stran knihy

429

Název nakladatele

Springer

Místo vydání

Cham

Kód UT WoS kapitoly

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