Department of Management

Lars Esbjerg

The Supermalt identity: How Brixton-based Afro-Caribbean consumers construct a Danish malt beer brand as one of their own

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

  • Department of Marketing and Statistics
  • MAPP - Centre for Research on Customer Relations in the Food Sector
Purpose - The objective of this article is to conduct a case study of the Supermalt brand of malt beer, which has become the preferred beverage of Afro-Caribbean consumers in Brixton on a very limited marketing budget.
Design/methodology/approach - The article uses the concepts of personal identity and brand identity in a qualitative study to explore how Brixtonbased Afro-Caribbean consumers construct their self-identities and the brand identity of Supermalt. Semi-structured interviews were conducted with 14 Afro-Caribbean consumers. Each interview was divided into three parts. The first part focused on consumers' self-identities. The second part explored the role of food and beverage products in the construction of self-identities. The final part focused on the construction of brand identity for Supermalt.
Findings - The article provides information on the self-identities constructed by Afro-Caribbean informants. The food and beverage consumption of informants reflects their mixed cultural identity. The brand identity Supermalt appears to be malleable, with ample room for consumer co-construction. Perceptions of brand identity differ markedly among informants, who are all able to construct Supermalt as one of their own.
Research limitations/implications - The findings are based solely on semi-structured interviews with a small sample of Afro-Caribbean consumers. The findings are therefore not generalizable.
Practical implications - The Supermalt brand represents an interesting case for companies aiming to develop strong brands with a limited marketing budget. Based on the Supermalt case, suggestions are made regarding branding in relation to ethnic minorities.
Originality/value - This article provides a study of a brand that has become strong within a narrowly defined group of consumers.
Original languageEnglish
JournalJournal of Product and Brand Management
Volume16
Issue1
Pages (from-to)5-15
ISSN1061-0421
DOIs
Publication statusPublished - 2007

    Research areas

  • MAPP, Brand identity, Ethnic minorities, Non-alcoholic beer

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