Production of senses in the cultural beer industry: aspects of the discursive process in the experiences marketing actions

• Autor(a) principal: Monteiro, Renato Augusto da Silva
• Data de Publicação: 2020
• Outros Autores: Araujo, Fábio Francisco de
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Consumer Behavior Review
• Texto Completo: https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/244272
• topic: experience marketing; speech; consumption; alcoholic beverages; beer.; marketing de experiência; discurso; consumo; bebidas alcoólicas; cerveja.

Beer is the most consumed alcoholic beverage in Brazil. The discursive strategies of marketing actions represented largely an important symbolic value socially constructed to direct habits and preferences. Recently, the experience is introduced as the new trend in business practices to promote consumption. This study starts from the critical theory in order to analyze the discursive process realized at the Centro de Experiência Cervejeira da Bohemia (CECB) to understand the strategies for producing meaning in consumers. This descriptive interpretive study based on the socio-historical analysis and the speech analysis technique to interpretation images, texts and videos of the exhibition rooms. The results point to the construction of a discursive elaboration based on experience to develop meanings about beer and the Bohemia beer brand, that aim at driving and maintenance of consumption habits.