Looking behind the label
Firm-centric brand storytelling and the development of local consumption spaces
Bibliographic Data
| ID | 23200575 |
|---|---|
| Authors | Matthew M Mars (0000-0003-2583-7942, University of Arizona, corresponding author) |
| Year | 2023 |
| Volume | 4 |
| Issue | 2 |
| Pages | 370-392 |
| Publication date | 2023-05-04 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Local Development & Society (JOURNAL) |
| Journal identifiers | ISSN: 2688-3597 • E-ISSN: 2688-3600 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/26883597.2023.2175713 |
| OpenAlex | W4319790231 |
| Language | EN |
| Citations received | 4 |
| References cited | 68 |
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.
Advertising · Business · Consumption (sociology) · Craft · Entrepreneurship · Narrative · Place Branding · Political science · Public relations · Social science · Sociology · Storytelling · Visual arts · Cultural Industries and Urban Development · Diverse Aspects of Tourism Research · Marketing · Wine Industry and Tourism
The great good place
Reading Images
Case Study Research
When consumers and brands talk
Photography and voice in critical qualitative management research
Informed Grounded Theory
Finding Theory–Method Fit
Case Study Research
Qualitative research
Case Selection for Case‐Study Analysis
The Oxford Handbook of Qualitative Research
‘I'm gonna show you what it's really like out here’
National pride, global capital
Keeping Tabs on Kansas
Deliberate identities
Microbreweries as Tools of Local Identity
Beyond the local
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From within the shadows of the everyday
Inter-organizational dynamics and the ecology of localized entrepreneurship
Invisible struggles
Now more than ever, this planet needs truly inclusive community development efforts that tolerate, embrace – even celebrate – difference
Complex transactions
Rethinking the place brand
Brutoglossia
The Jazziness of Local Food Practice Work
Ideology and Iconology
Liberatory Postmodernism and the Reenchantment of Consumption
| Unique citing works | 4 |
|---|---|
| Citations per year | 2 |
| Citation span | 2024 - 2026 (3) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 3 |