Resumo

RALDE MENESES, Carola  e  MARTINEZ TORREZ, Oscar. Influence of psychosocial identity processes in the development of the community brand in coffee producers. Ajayu [online]. 2024, vol.22, n.1, pp.33-45.  Epub 31-Mar-2024. ISSN 2077-2161.  https://doi.org/10.35319/ajayu.221241.

The present research aimed to investigate the components of identity in coffee producers, the relationship and influence it presents in the establishment of community participation strategies, and the formation of a community brand among coffee producers of the Association of Regional Organic Coffee Producers Larecaja APCERL in the Chuchuca community in Caranavi, La Paz, Bolivia. To obtain the results, semi-structured interviews, an observation guide, and a focus group were conducted. For data analysis, a content analysis was carried out, where three generic units were established (Community identity, participation strategies, and community brand). In this way, the results reveal that community identity appropriates elements of the community brand to redefine itself. Therefore, it can be concluded that community identity, being a dynamic process subject to various changes, can be partially reflected in the establishment of a collective brand. However, throughout the research, it was evident that the formation of the community brand can predominantly influence community identity.

Palavras-chave : Community psychology; community; community identity; community brand; coffee producers.

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