DETUROPE - The Central European Journal of Regional Development and Tourism 2022, 14(2):45-61 | DOI: 10.32725/det.2022.013

Microbreweries in the Czech Republic: How does a connection to the local place influence marketing communication?

Tomáš Kincla, Jiří Slámab, Václav Bystřickýb, Monika Březinovác, Irena Stejskalováa
a Department of Management, Faculty of Management, Prague University of Economics and Business
b Department of Landscape Management, Faculty of Agriculture and Technology, University of South Bohemia in České Budějovice
c University of Economics and Management Prague. Nárožní 2600/9A, 15800 Praha 5

Place-based brands emphasize local identity through connection to the local place where they realize their business. The marketing strategy that emphasizes local attributes to strengthen the local identity is called neolocalism. A strategy in which companies closely linked to their place of business use elements of neolocalism in their communication has become common in recent years and is typical for microbreweries. This article aims to answer the question if there are differences in marketing communication mixes of microbreweries having their own local points of sale, and if the location of that local point of sale (i.e., in the center of the town, in suburban areas, or outside the town) influences which communication tools the microbreweries prefer in their marketing communication mix. We performed a quantitative survey to identify the prevailing marketing communication mix tools used by microbreweries in the Czech Republic. The results confirmed that microbreweries with their own local points of sale utilize different marketing mix components; to varying degrees, they use ATL/BTL communication tools and a varied mix of ON-LINE vs. OFF-LINE communication tools. Similarly, the location of the point of sale further influences the components of the marketing communication mix; microbreweries use a varied mix of ON-LINE vs. OFF-LINE communication tools and without any difference in using of ATL/BTL communication tools.

Keywords: Microbreweries; Neolocalism; Marketing communications; SMEs; Marketing strategy

Published: December 29, 2022  Show citation

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Kincl, T., Sláma, J., Bystřický, V., Březinová, M., & Stejskalová, I. (2022). Microbreweries in the Czech Republic: How does a connection to the local place influence marketing communication? DETUROPE - The Central European Journal of Regional Development and Tourism, 14(2), 45-61. doi: 10.32725/det.2022.013
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