Hede, Anne-Marie and Watne, Torgeir (2013) Leveraging the human side of the brand using a sense of place: case studies of craft breweries. Journal of Marketing Management. ISSN 0267-257X (print) 1472-1376 (online) (Submitted)

Abstract

In order for consumers to emotionally connect with brands, brands must be transformed from inanimate entities into the realm of acquiring human characteristics. Following a review of more than 1000 breweries from online sources and beer companion books, we explore how a sense of place, derived from myths, folklores and heroes, enables marketers and consumers to co-create narratives that humanise brands. We add to the theory on brand humanisation as we conclude that a sense of place offers a novel, and different, approach to humanisation strategies based on anthromorphisation, personification and user imagery, but can also operate in tandem with them. Further research is recommended to understand how and why consumers respond to branding strategies that use a sense of place to humanise brands.

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