Guatemaltecos en el extranjero: identidad guatemalteca, marketing y café
Guatemalans Abroad: the Guatemalan Identity, Marketing, and Coffee
Author(s): Juan Pablo ChaclanSubject(s): Anthropology, Business Economy / Management, Migration Studies, Marketing / Advertising
Published by: Risoprint
Keywords: Guatemalan coffee; French market; branding; identity marketing; migrants;
Summary/Abstract: This article aims to explore how the Guatemalan residents in France have used their identity to sell and promote coffee related products in the European market. El Cafecito and Café Tenango are two coffee businesses owned by Guatemalans living in France. These businesses were analyzed in order to explore the use of colors, images, language and other Latin-American cultural elements as part of their marketing and branding techniques.
Journal: Revue Internationale d'Études en Langues Modernes Appliquées
- Issue Year: 12/2019
- Issue No: Special
- Page Range: 116-124
- Page Count: 9
- Language: Spanish