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

Author(s): Sabia Luca | Bell Robin | Bozward David

Type of publication: Journal paper

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 rela- tionship with some of their customers, who through investment and engagement can become partners in the product development process.

Published URL: https://journals.sagepub.com/doi/10.1177/14657503221086101

Date Published: August 1 2023

Publication title: The International Journal of Entrepreneurship and Innovation

Publisher: Sage

Pages: 202-212

Subject(s): Entrepreneurship | Crowd funding

DOI: https://doi.org/10.1177/14657503221086101

Depositing User: Stephen Murphy