The increasing dynamics between consumers, social groups and brands

Purpose – The purpose of this paper is to provide a contribution to advancing knowledge on the more recent phenomenon of social brand community.Design/methodology/approach – The paper is based on an extensive interdisciplinary literature review in areas such as sociology, management, and marketing. Three interrelated and consecutively developed conceptualizations resulting from a co‐operation of the researchers over the last three years are presented to explain the influence of the evolution of current social trends on the relationship between consumers and brands in different contexts (socio‐demographic aspects and culture). The conceptualizations have been applied to a qualitative case study on Cypriot consumers, which conducted in‐depth expert interviews and focus groups. The research project has been designed in three stages: the first stage elicited thenature of relationships between consumer, brands and social groups; the second stage was concerned with differentiating consumer behaviour and segment...

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