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

Kód výsledku v 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>

Nalezeny alternativní kódy

RIV/61384399:31160/22:00058674

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2022

Kód důvěrnosti údajů

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

Název periodika

DETUROPE - Central European Journal of Regional Development and Tourism

ISSN

1821-2506

e-ISSN

—

Svazek periodika

14

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

RS - Srbská republika

Počet stran výsledku

17

Strana od-do

45-61

Kód UT WoS článku

000910944900002

EID výsledku v databázi Scopus

2-s2.0-85147773258