Article2023

Looking behind the label: Firm-centric brand storytelling and the development of local consumption spaces

15 citations0/0 files storedLocal Development & Society

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Consumer Behavior in Brand Consumption and Identification American History and Culture Regional Development and Innovation

Abstract

The contributions of firm-specific branding strategies to neolocalism and relocalization agendas have been largely overlooked within the local development literature. This article explores the strategic nature and relevancy of firm-centric brand storytelling to localized entrepreneurship and local development through a qualitative single case study of an Arizona craft brewery. Data originated from a label catalog consisting of 137 unique designs and nearly 40 hours of semi-structured and unstructured interviews with the brewery founder and lead designer. Drawing on visual design storytelling and iconology, analysis revealed how firm-centric branding can be strategically deployed to create local consumption spaces in which consumers can develop deeper and more intimate connections with localized firms within their home communities and locales. The local consumption space developed from firm-centric brand storytelling is characterized by the following features: idiosyncrasy, inclusivity, interconnectedness, and unfolding development. Recommendations for future research and strategic practice by localized entrepreneurs are provided.

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References

1991Case Study Research: Design and Methods 2001Qualitative research: standards, challenges, and guidelines 2007Case study research: principles and practices 2006Reading Images 1995Liberatory Postmodernism and the Reenchantment of Consumption 2014The Oxford Handbook of Qualitative Research 2017Finding Theory–Method Fit: A Comparison of Three Qualitative Approaches to Theory Building 2004Seeing things: consumer response to the visual domain in product design

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2023What About the Locals? Laying Out a Third Place Branding Strategy for Local Craft Breweries in the Neolocalism Literature 2025Forgotten are the locals: structures of common differences and the inauthentic curation of western boom town main streetscapes

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