Entrepreneurial responses to Covid‐19: The use of digital brand marketing events in the craft alcohol sector

IF 3.6 Q1 BUSINESS, FINANCE Strategic Change-Briefings in Entrepreneurial Finance Pub Date : 2023-09-18 DOI:10.1002/jsc.2554
Alistair Williams, Glyn Atwal, Douglas Bryson
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Abstract

Abstract The wide‐ranging implications following the Covid‐19 pandemic have necessitated research into innovative entrepreneurial responses. The research study incorporates the concept of branded marketing events (BMEs) and considers their effectiveness in craft alcohol digital marketing. An exploratory qualitative study was conducted in Charlotte, North Carolina, and focused on the entrepreneurial responses of craft alcohol producers. Findings indicate that the inter‐relationships between the experiential components adapted to a digital environment enhance the engagement consumers experience with craft alcohol producers. The responses of craft alcohol producers to the impact of the Covid‐19 pandemic provide valuable insights into strategies employed during times when traditional sales and marketing activities face exceptional challenges.
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企业家对Covid - 19的反应:在精酿酒精行业使用数字品牌营销活动
2019冠状病毒病(Covid - 19)大流行带来的广泛影响使研究创新的企业应对措施成为必要。本研究纳入了品牌营销活动(BMEs)的概念,并考虑了它们在精酿酒数字营销中的有效性。在北卡罗来纳州夏洛特市进行了一项探索性质的研究,重点关注精酿酒精生产商的创业反应。研究结果表明,适应数字环境的体验成分之间的相互关系增强了消费者对精酿酒精生产商的参与体验。精酿酒精生产商对Covid - 19大流行影响的反应,为传统销售和营销活动面临特殊挑战时所采用的策略提供了宝贵的见解。
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来源期刊
CiteScore
6.70
自引率
10.70%
发文量
70
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