Festschrift in Honor of Prof. Dr. Ayseli Usluata
Edited By Ayşe Binay Kurultay and Burcu Sabuncuoğlu Peksevgen
This book brings together friends and colleagues of Prof. Dr. Ayseli Usluata who cherish her as a person as well as an academic. As we have all experienced, Prof. Usluata’s major passion is advancing academia as an interdisciplinary collaboration. Thus, this book’s aim is to bring together current original works in communication studies and business communication fields. This volume is intended to provide an intellectual, multi-faceted and balanced collection of writings from various academic fields with a communication focus. Academic articles in this book range from branding cases to advertising studies and to media education.
Melissa A. Barrett & Geraldine E. Hynes - The Little Creamery that Could: Weathering a Crisis and Maintaining Brand Loyalty
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Melissa A. Barrett & Geraldine E. Hynes
The Little Creamery that Could: Weathering a Crisis and Maintaining Brand Loyalty
Research shows that companies use storytelling and narratives as a form of marketing, chiefly because the narratives make the customer want to experience the story the product represents (Binay Kurultay, 2016). This paper describes how Blue Bell, known as “the little creamery in the heart of Texas,” has a long history of brand storytelling that has resulted in its customer base remaining fiercely loyal, despite its recent crisis.
Even though its products are available in only 30% of supermarkets in the United States, Blue Bell Creameries is ranked as one of the top three bestselling ice cream brands in America. Blue Bell frozen products are sold in 23 states, most prominently in the South (Blue Bell History, 2015). Over the past nine years, Blue Bell has consistently increased its revenues as it continues to expand in the ice cream market (Blue Bell Creameries, 2015). Blue Bell Creameries is a privately held, independent manufacturer of ice cream, frozen yogurt and other frozen dairy foods. It was founded in 1907 in Brenham, Texas, USA. Over the past 108 years, it built a strong reputation based on superior products, a folksy brand image and a family-centric corporate culture. The Kruse family has managed and operated the company since 1919 (MacInerney & Blue Bell Creameries, 2007, pp. 9–15). The Kruse family has...
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