Funkcje chrematonimów marketingowych w kontekście kultury konsumpcyjnej – na przykładzie polskich nazw piw rzemieślniczych

The subject of this article are selected names of beers produced by Polish craft breweries. The aim is to determine the functions performed by marketing chrematonyms in the nomination, identification and differentiation of an object (product), but also in the process of communication between the author of the name and its recipient (consumer) within a specific group that can be integrated around cultural values. Beer names are described as microtext governed by the same rules as other texts, e.g. literary ones, and limited only in terms of length. For this reason, the description refers to a method known from the description of literary onomastics.