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
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.
Recommended Citation
Blackwell, Cassidy, "The role of storytelling in digital brand marketing: A case study of Tennessee Hills Distillery and Brewstillery" (2023). Undergraduate Honors Theses. Paper 783. https://dc.etsu.edu/honors/783
Copyright
Copyright by the authors.