The role of storytelling in digital brand marketing: A case study of Tennessee Hills Distillery and Brewstillery
Date of Award
Dr. Chase Mitchell
Thesis Professor Department
Media and Communication
Dr. Melanie Richards
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.
East Tennessee State University
Honors Thesis - Open Access
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.
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 by the authors.