Using equity crowdfunding to build a loyal brand community: The case of Brewdog

Luca Sabia; Robin Bell; David Bozward

doi:10.1177/14657503221086101

Using equity crowdfunding to build a loyal brand community: The case of Brewdog

Luca Sabia
, Robin Bell
, David Bozward

University of Worcester
Royal Agricultural College

Research output: Contribution to journal › Article › peer-review

12 Citations (Scopus)

7306 Downloads (Pure)

Abstract

This case study provides a critical understanding of the connection between start-up investment and the development of a loyal brand community. Learners develop an appreciation of how engagement in crowdfunding campaigns can lead to the creation of engaged partners. This is explored through applying the Business Model Canvas to the case of BrewDog, a company that has expanded beyond the niche market of craft brewing to become an international brand. The use of crowdfunding has not only enabled Brewdog to raise the capital to finance expansion but also to develop a special relationship with some of their customers, who through investment and engagement can become partners in the product development process.

Original language	English
Pages (from-to)	202-212
Number of pages	11
Journal	The International Journal of Entrepreneurship and Innovation
Volume	24
Issue number	3
Early online date	14 Mar 2022
DOIs	https://doi.org/10.1177/14657503221086101
Publication status	Published - 14 Mar 2022

Bibliographical note

This article is distributed under the terms of the Creative Commons Attribution 4.0 License (https://creativecommons.org/licenses/by/4.0/) which permits any use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access page (https://us.sagepub.com/en-us/nam/open-access-at-sage).

Keywords

BrewDog
business model
business model Canvas
customer partnership
entrepreneurial marketing
equity crowdfunding
value creation

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10.1177/14657503221086101Licence: CC BY

PublishedFinal published version, 1.52 MBLicence: CC BY

Cite this

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Using equity crowdfunding to build a loyal brand community: The case of Brewdog

Abstract

Bibliographical note

Keywords

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