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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
Community Stakeholders’ Perspectives Of Craft Breweries In Their Communities In Oklahoma, Cara Jolly, Quisto Settle, Laura Greenhaw, Ruth Inman, Dwayne Cartmell
Community Stakeholders’ Perspectives Of Craft Breweries In Their Communities In Oklahoma, Cara Jolly, Quisto Settle, Laura Greenhaw, Ruth Inman, Dwayne Cartmell
Journal of Applied Communications
Craft breweries are a growing industry in the United States, including Oklahoma. Craft breweries have unique characteristics that affect their brands. One of those characteristics is craft breweries’ tie to their local communities through place branding and serving as a third space (i.e., not home or work) for community members. Interviews were conducted with community stakeholders in Oklahoma to understand how the stakeholders perceived the brands of breweries in their communities. Results of the interviews indicated that craft breweries were positively received by communities. Participants believed the breweries were valuable to the local community by contributing to existing culture and …
Untapped Potential Of Local Brewery Brands In Their Communities, Cara Jolly, Quisto Settle, Laura Greenhaw, Ruth Inman, Dwayne Cartmell
Untapped Potential Of Local Brewery Brands In Their Communities, Cara Jolly, Quisto Settle, Laura Greenhaw, Ruth Inman, Dwayne Cartmell
Journal of Applied Communications
The craft brewery industry is growing in the United States. Due to changes in state law over the past 10 years, craft breweries are a relatively new industry in Oklahoma. A unique aspect of craft breweries compared to larger breweries is that craft breweries tend to be grounded in their local communities. The purpose of this research was to understand how craft breweries in Oklahoma establish their brand with respect to their communities. Interviews were conducted with brewery personnel across Oklahoma, including participants from both more established and newer breweries. The breweries in this study were purposefully engaging in their …