La construcción de valores intangibles de marcas de cerveza artesanal: atributos inmersos en las comunicaciones

Autor:	Catalina Osorio Parra, Jaime Alberto Orozco-Toro
Jazyk:	English<br />Spanish; Castilian
Rok vydání:	2020
Předmět:	intangible values identity brand image craft beer communicative strategy microbreweries imaginary brand construction Communication. Mass media P87-96 Journalism. The periodical press etc. PN4699-5650
Zdroj:	Doxa Comunicación, Vol 30, Pp 249-263 (2020)
Druh dokumentu:	article
ISSN:	1696-019X 2386-3978
DOI:	10.31921/doxacom.n30a13
Popis:	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.
Databáze:	Directory of Open Access Journals
Externí odkaz:	https://doaj.org/article/dd5c9ed4e01d42d0ba00a99cf76af893 Zobrazit plný text záznamu View record in DOAJ