The Town, the Brand and the Festival

Muslingebyen Løgstør was, however, deemed a typical case on the basis of extensive

reviews of the literature on food festivals and, especially, by applying the criterion that

Patton (1990) labels “theoretical sampling” according to which a case is chosen

because it is deemed “theoretically useful” and is thus likely to refine, enrich and

extend extant theory (Eisenhardt, 1989).