doxa.comunicación | nº 30, pp. 249-263 | 253
January-June of 2020
Catalina Osorio Parra and Jaime Alberto Orozco-Toro
ISSN: 1696-019X / e-ISSN: 2386-3978
Table 1. Intangible Values
Author
Intangible values
Larkin (2003)
Trust
Quevedo (2003)
Legitimacy
Davies, Chun, Vinhas & Roper (2003)
Symmetry, affinity, connection
Herranz (2003)
Excellence, quality, prestige
Alsop (2004)
Financial performance, quality of products, corporate leadership, vision
Jackson (2004)
Quality, innovation, profitability, loyalty
Fombrun & Van Riel (2004)
Authenticity, visibility, transparency, consistency, distinctiveness
Covey (2007)
Trust
Fundación Alternativas (2007)
Trust, transparency, integrity, responsibility, integration, inclusion, commitment
López & Sebastián (2009)
Ethics, corporate governance, innovation, quality, responsibility, vision
Griffin (2009)
Ethics, sustainability, responsibility
Pizzolante (2009)
Trust, authenticity
Molleda (2010)
Authenticity, values, tradition
Mercader (2010)
Credibility
Muñoz (2010)
Loyalty, awareness, quality
Ewing (2011)
Philanthropy, strategy, expertise
Komisarjevsky (2012)
Character, trust, communication
Shepherd, Chartrand & Fitzsimons (2015)
Ideology, satisfaction, power, status, wealth, control, dominance, resourcefulness, equality, social justice, achievement, hedonism, stimulation, self-direction, benevolence, tradition, conformity, security.
Schultz & Block (2015)
Loyalty, sustainability, equity, profitability.
Villagra, López & Monfort (2015)
Corporate governance, communication, social corporate responsibility (SCR), legitimacy.
Apolo, Báez, Pauker & Pasquel (2017)
Corporate communication, commitment, knowledge, understanding, awareness.
Source: Own compilation
According to authors, the previous I.V. are the ones that brands must keep within their communication in order to generate a better engagement with each stakeholder.
This is the case of craft microbreweries that, owning a product that has opted for the generation of intangible values as a communicative resource, has managed to differentiate itself from industrialized beer brands; making it evident in the manufacturing proportions argument, the raw material treatment and the artisan procedures.
