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Keywords: Non‐alcoholic beer
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Journal Articles
The Supermalt identity: how Brixton‐based Afro‐Caribbean consumers construct a Danish malt beer brand as one of their own
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Journal of Product & Brand Management (2007) 16 (1): 5–15.
Published: 06 March 2007
... for the success of their brand. For reasons discussed below, we set out to explore whether the concept of “brand identity” could be used to interpret Supermalt's success. © Emerald Group Publishing Limited 2007 Non‐alcoholic beer Brand identity Ethnic minorities An executive summary...
