Arctic narratives: brewing a brand with neolocalism

Neolocalism has been identified as an important component in the current boom in microbreweries. When constructed actively and consciously, it can also be deployed in marketing as a method of brand-related storytelling. This argument is strengthened here through a case study focusing on Tornio Brewe...

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Veröffentlicht in:	The journal of brand management 2021-07, Vol.28 (4), p.374-387
1. Verfasser:	Ikäheimo, Janne P.
Format:	Artikel
Sprache:	eng
Schlagworte:	Business and Management Management Marketing Microbreweries Original Article Qualitative research
Online-Zugang:	Volltext
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