Territorial brand management: Beer, authenticity, and sense of place

T.C. Melewar and Heather Skinner

Journal of Business Research, 2020, vol. 116, issue C, 680-689

Abstract: This paper explores brand management decisions concerning the terroir product of an authentic beer brand.

Keywords: Country of origin; Brand origin; Terroir; Authenticity; Brand names (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:116:y:2020:i:c:p:680-689

DOI: 10.1016/j.jbusres.2018.03.038

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