The influence of culture in marketing and branding

Reputation and social image of the company

This study aims to analyze, from a hermeneutic-ethnographic approach, the construction of intangible values of the consumer of craft beer brands produced in Medellin-Colombia, in relation to their communication strategy. The theoretical bases are based on the concepts of identity, image and intangible brand values. Among the most important results, it can be highlighted that craft beer responds to a new segment as a result of new communication strategies and imaginaries around craft beer. In addition, 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 communication and in the construction of a correct brand image.

Apolo, D., Báez, V., Pauker, L. & Pasquel, G. (2017) Corporate Communication Management: Considerations for the approach to its study and practice. Revista Latina de Comunicación Social, 72, 521 to 539.

CSR and the generation of value for the company.

My name is Gissella Karina Leiva Riofrio, I am a student of Marketing at the Technical University of Machala, I am currently in my eighth semester. Personally, the elaboration of scientific articles is satisfactory, due to the relevant information that is compiled, in order to know the reality of the market through the results.

Augustine, A., & Adnan, W. (2020). The effects of perceived price, website trust and online reviews on online hotel booking intention in Kuala Lumpur. Global Scientific Journals, 8(6). ISSN 2320-9186

Anastasiadou, E., Anestis, M., Karantza, I., & Vlachakis, S. (2020). The coronavirus' effects on consumer behavior and supermarket activities: insights from Greece and Sweden. International Journal of Sociology and Social Policy. 40 (9-10), 893-907. https://doi.org/10.1108/IJSSP-07-2020-0275

Barclay, D., Higgins, C., & Thompson (1995). The Partial Least Squares (PLS) Approach to Casual Modeling: Personal Computer Adoption and Use as an Illustration. Technology Studies, 2(2), 258-309. doi:10.1017/CBO9781107415324.004

Companies that generate a positive personal, social and business image.

When the marketing director of a company or the manager of a commercial establishment plans their management, in addition to thinking about how to achieve their objectives, they are also constantly considering which people or organizations buy their products, where they buy them, what level of satisfaction they get from consuming those products, and what their impression is of the price they pay for them. They are therefore taking into account a whole set of aspects related to buyers, knowledge of which will enable them to formulate business strategies. In this way, the actions to be taken will consider exactly which consumers are targeted and on the basis of which factors they make their purchasing decisions.

The application of the marketing concept leads companies to focus their efforts on satisfying the needs and desires of consumers, which is why they must know what products consumers want, and why, how, when and where they buy them.

What relationship is identified between CSR, social networks and the consumer?

A company is perceived as migrating towards Marketing 3.0 when it moves from a consumer-centric approach (Marketing 2.0) to a human-centric one, where financial results go hand in hand with corporate responsibility, recognizing that its customers demand not only functional and sensory satisfaction, but also - and above all - satisfaction of a spiritual order.

Normally, this type of customer is concentrated in the segment of the population that has chosen to adhere to consumption habits, to personal attitudes of respect towards their fellow human beings, towards the environment and the entire living universe; therefore, they carry out their daily activities with a high degree of consideration for the impact they have on the planet, society and their immediate environment.

This new scenario stimulated some scholars to theorize about the natural impact that these changes would have on the relationships between people, so as to suggest to the economic agents of the business world some ways to adapt to the new times and take advantage of the revolution.