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Live Music Venue Marketing In A Post-Covid Northwest Arkansas, Griffen Walden
Live Music Venue Marketing In A Post-Covid Northwest Arkansas, Griffen Walden
Graduate Theses and Dissertations
What does a medium sized music venue, nearing its centennial in a college town, do when its doors have closed for the first time since a short 2004 renovation, due to the novel Coronavirus Pandemic? George’s Majestic Lounge, the historic live music venue located in the heart of downtown Fayetteville, Arkansas, ceased operation for 134 days, its longest ever closure, and emerged into a climate massively different from what it had entered the pandemic in (Drury, et al. 2021). This venue has stood the test of time; opened in 1927 by George Pappas, it has remained in its railroad-adjacent position …
Crafting The Brand: Characterizing Consumer Perspective Of Brand Equity Among Microbreweries In Northwest Arkansas, Alyssa Johnson
Crafting The Brand: Characterizing Consumer Perspective Of Brand Equity Among Microbreweries In Northwest Arkansas, Alyssa Johnson
Graduate Theses and Dissertations
Craft beer and craft breweries are on the rise across the United States and more importantly, in Arkansas. Throughout the past two decades, craft beer has gained popularity in the state of Arkansas as the number of craft breweries have risen across the state. However, there is currently little literature on how branding in craft breweries in Northwest Arkansas is used to gain and retain loyal consumers. This study aimed to add to the academic literature and provide practical recommendations to practitioners on how brand equity is built among craft breweries in Northwest Arkansas, using qualitative interviews. Marketing strategies of …