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Founded in 2003 / ISSN: 1696-019X / e-ISSN: 2386-3978 / Depósito Legal: M-5852-2003
DOI: 10.31921/doxacom
Issue number: 30, January-June 2020


Catalina Osorio Parra Universidad Pontificia Bolivariana, Colombia catalina.osoriopa@upb.edu.co Jaime Alberto Orozco-Toro jaime.orozco@upb.edu.co
Title The construction of intangible values in craft beer brands. Attributes immersed in communications Summary 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. Keywords Intangible values; identity; brand image; craft beer; communicative strategy; microbreweries; imaginary; brand construction.


doi: https://doi.org/10.31921/doxacom.n30a13


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