Honors Program

University Honors

Date of Award

5-2023

Thesis Professor(s)

Dr. Chase Mitchell

Thesis Professor Department

Media and Communication

Thesis Reader(s)

Dr. Melanie Richards

Abstract

This study evaluates the impacts of brand storytelling on customers of a craft brewery and distillery in East Tennessee. Brand storytelling is well researched, but has not been applied to niche sectors and customer response. The study consisted of a 15-question survey distributed to customers of Tennessee Hills Distillery and Brewstillery (TN Hills), and received 139 responses. The results were that despite a seeming trend of lack of engagement with the business, respondents value brand stories and can identify unique brand characteristics. Respondents’ answers reflected a personal connection with TN Hills, and connected the brand to grander ideals like the American Dream, community acceptance, and legacy. Thus, customers’ feelings toward a business are influenced by brand storytelling.

Publisher

East Tennessee State University

Document Type

Honors Thesis - Open Access

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

Copyright

Copyright by the authors.

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