La construcción de valores intangibles de marcas de cerveza artesanal. Atributos inmersos en las comunicaciones

Translated title of the contribution: The construction of intangible values in craft beer brands. Attributes immersed in communications

Catalina Osorio Parra, Jaime Alberto Orozco-Toro

    Research output: Contribution to journalArticlepeer-review

    Abstract

    This study took a hermeneutic-ethnographic approach and aims to analyse the construction of intangible values in consumers of craft beer brands produced in Medellin-Colombia and its relation to their communication strategy. The theoretical bases are built on the concepts of identity, image and intangible values of brands. Among the most important results, it can be highlighted that craft beer responds to a new segment as a result of new collective imagery and communicative strategies around the craft. Furthermore, the most relevant intangible values perceived by brand users revolve around trust, innovation, pride, among others. This research demonstrates the importance of intangible values, especially in the communication and construction of a correct brand image.

    Translated title of the contributionThe construction of intangible values in craft beer brands. Attributes immersed in communications
    Original languageSpanish
    Pages (from-to)249-263
    Number of pages15
    JournalDoxa Comunicacion
    Volume2020
    Issue number30
    DOIs
    StatePublished - 2020

    Bibliographical note

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    © 2020, CEU Ediciones. All rights reserved.

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