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
{"title":"Entrepreneurial responses to Covid‐19: The use of digital brand marketing events in the craft alcohol sector","authors":"Alistair Williams, Glyn Atwal, Douglas Bryson","doi":"10.1002/jsc.2554","DOIUrl":null,"url":null,"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.","PeriodicalId":46986,"journal":{"name":"Strategic Change-Briefings in Entrepreneurial Finance","volume":null,"pages":null},"PeriodicalIF":3.6000,"publicationDate":"2023-09-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Strategic Change-Briefings in Entrepreneurial Finance","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1002/jsc.2554","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS, FINANCE","Score":null,"Total":0}
引用次数: 0

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.
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
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。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
来源期刊
CiteScore
6.70
自引率
10.70%
发文量
70
期刊最新文献
Wine prices in economics: A bibliometric analysis Advancing scientific inquiry through data reuse: Necessary condition analysis with archival data Data sharing decisions: Perceptions and intentions in healthcare Layered structures of robustness and resilience: Evidence from cybersecurity projects for critical infrastructures in Central Europe Data, resilience, and identity in the digital age
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1