The construction of intangible values in craft beer brands. Attributes immersed in communications

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

doxa.comunicación | 30, pp. 249-263 | 249

January-June of 2020

ISSN: 1696-019X / e-ISSN: 2386-3978

How to cite this article:

Osorio Parra, C.; Orozco-Toro, J. A. (2020). The construction of intangible values in craft beer brands. Attributes immersed in communications. Doxa Comunicación, 30, pp. 249-263.

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

Jaime Alberto Orozco-Toro. PhD in Media, Communication and Culture from the University Autónoma of Barcelona (Spain). Master´s in Advertising and Public Relations (UAB). Master´s in Development from the Pontificia Bolivariana University (UPB Colombia). Lecturer on topics related to advertising, corporate social responsibility, branding and corporate reputation in America and Europe. Author of academic book chapters and scientific articles in magazines in Argentina, Chile, Colombia, Spain, England and Mexico. Author of six books on advertising, public relations, branding and strategy. Winner of the extraordinary prize for the best doctoral thesis at the University Autónoma of Barcelona (Spain). Member of the Epilión advertising research group (UPB, Colombia), and Comress (UAB, Spain).

Pontificia Bolivariana University, Colombia

jaime.orozco@upb.edu.co

ORCID: 0000-0002-8152-7474

Catalina Osorio Parra. Master´s in Consumer Behaviour from the Pontificia Bolivariana University (UPB). Research fellow at the advertising research group “Epilión” for 2 years (UPB Colombia). Lecturer on topics related to deep qualitative consumer understanding focused on the social and human sciences scope: especially psychology, psychoanalysis, anthropology, sociology and semiotics. Author of academic book chapters and specialized articles for international conferences (Barcelona). She has worked as a Senior Researcher in market consulting firms and currently works at Sura Seguros Colombia at the research and innovation department designing new products for the organization.

Pontificia Bolivariana University, Colombia

catalina.osoriopa@upb.edu.co

ORCID: 0000-0002-6358-8847

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

Resumen:

Este estudio pretende analizar, desde un enfoque hermenéutico-etnográfico, la construcción de valores intangibles del consumidor de las marcas de cerveza artesanal producidas en Medellín, Colombia, en relación a su estrategia de comunicación. Las bases teóricas se

Received: 14/01/2020 - Accepted: 31/03/2020

Recibido: 14/01/2020 - Aceptado: 31/03/2020