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001 ocn810178255;

003 OCoLC;

005 20141212032706.0;

006 m o d ;

007 cr bn|||||||||;

008 120918s2012 ncua ob 000 0 eng d;

035 a| (Sirsi) o810178255;

035 a| (OCoLC)810178255;

043 a| n-us-nc;

049 a| EREE;

090 a| TP570;

100 1 a| Murray, Alison K.?| UNAUTHORIZED;

245 10 a| Factors influencing brand loyalty to craft breweries in North Carolina /c| by Alison K. Murray.;

260 a| [Greenville, N.C.] :b| East Carolina University,c| 2012.;

300 a| 127 pages :b| illustrations, digital, PDF file;

336 a| text2| rdacontent;

337 a| computer2| rdamedia;

338 a| online resource2| rdacarrier;

538 a| System requirements: Adobe Reader.;

538 a| Mode of access: World Wide Web.;

502 b| M.S.c| East Carolina Universityd| 2012.;

500 a| Presented to the faculty of the Sustainable Tourism Program;

500 a| Advisor: Carol Kline.;

500 a| Title from PDF t.p. (viewed Oct. 16, 2012).;

520 3 a| In 2005 North Carolina passed a law allowing breweries to give product samples to employees and guests. The law also changed the definition of a malt beverage and increased the amount of alcohol by volume (ABV) from 6%ABV to 15%ABV, allowing brewers to legally make and distribute high gravity craft brews. Since that law has passed, 23 more breweries have opened in North Carolina (North Carolina Alcoholic Beverage Control 2010 Annual Report). The purpose of this study is to gain a clearer understanding of what factors influence brand loyalty to microbreweries. The study looks at why visitors to Mother Earth Brewery in Kinston, North Carolina and Aviator Brewery in Fuquay-Varina, North Carolina chose to visit and purchase from that microbrewery instead of other breweries by examining concepts used in brand loyalty, access, environmental consumption, connection with the community, quality and satisfaction, desire for unique consumer products, and involvement in the industry. Results show that while access, connection with the community, and satisfaction are important to respondents, connection with the community, satisfaction, and uniqueness are the three factors that most align themselves with brand loyalty. Connection with the community was the most important factor in influencing brand loyalty especially among residents and those born in the study region.;

504 a| Includes bibliographical references.;

650 0 a| Microbreweriesz| North Carolina.=| ^A1133149;

650 0 a| Brand loyaltyz| North Carolina.=| ^A519105;

610 20 a| Mother Earth Brewery.?| UNAUTHORIZED;

610 20 a| Aviator Brewery.?| UNAUTHORIZED;

653 a| Sustainability;

653 a| Marketing;

700 1 a| Kline, Carol,e| degree supervisor.?| UNAUTHORIZED;

710 2 a| East Carolina University.b| Sustainable Tourism Program.?| UNAUTHORIZED;

856 40 z| Access via ScholarShipu| http://hdl.handle.net/10342/4029;

949 o| jgml;

994 a| C0b| ERE;

596 a| 1 4;

998 a| 3108506;

999 a| CLICK ON WEB ADDRESSw| ASISc| 1i| 3108506-1001l| JNETm| JOYNERr| Ys| Yt| JNE3ETDu| 9/18/2012x| ETDz| JERESOURCE;

999 a| CLICK ON WEB ADDRESSw| ASISc| 1i| 3108506-2001l| HSLELECm| HSLr| Ys| Yt| HEETDu| 9/18/2012x| ETDz| HERESOURCE;

Factors influencing brand loyalty to craft breweries in North Carolina / by Alison K. Murray.

Author/creator	Murray, Alison K.
Other author	Kline, Carol, degree supervisor.
Other author	East Carolina University. Sustainable Tourism Program.
Format	Theses and dissertations
Publication Info	[Greenville, N.C.] : East Carolina University, 2012.
Description	127 pages : illustrations, digital, PDF file
Supplemental Content	Access via ScholarShip
Subjects	Mother Earth Brewery. Aviator Brewery. Microbreweries--North Carolina. Brand loyalty--North Carolina.

Summary	In 2005 North Carolina passed a law allowing breweries to give product samples to employees and guests. The law also changed the definition of a malt beverage and increased the amount of alcohol by volume (ABV) from 6%ABV to 15%ABV, allowing brewers to legally make and distribute high gravity craft brews. Since that law has passed, 23 more breweries have opened in North Carolina (North Carolina Alcoholic Beverage Control 2010 Annual Report). The purpose of this study is to gain a clearer understanding of what factors influence brand loyalty to microbreweries. The study looks at why visitors to Mother Earth Brewery in Kinston, North Carolina and Aviator Brewery in Fuquay-Varina, North Carolina chose to visit and purchase from that microbrewery instead of other breweries by examining concepts used in brand loyalty, access, environmental consumption, connection with the community, quality and satisfaction, desire for unique consumer products, and involvement in the industry. Results show that while access, connection with the community, and satisfaction are important to respondents, connection with the community, satisfaction, and uniqueness are the three factors that most align themselves with brand loyalty. Connection with the community was the most important factor in influencing brand loyalty especially among residents and those born in the study region.
General note	Presented to the faculty of the Sustainable Tourism Program
General note	Advisor: Carol Kline.
General note	Title from PDF t.p. (viewed Oct. 16, 2012).
Dissertation note	M.S. East Carolina University 2012.
Bibliography note	Includes bibliographical references.
Technical details	System requirements: Adobe Reader.
Technical details	Mode of access: World Wide Web.

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Factors influencing brand loyalty to craft breweries in North Carolina / by Alison K. Murray.

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