Purpose – The objective of this conceptual paper is to study the relationship between company and consumer, focusing on the role of social actor that companies have to create, maintain or strengthen the links between the brand and consumers. In the ambit of this topic, the study aims to explore in greater depth the role played by new forms of retailing in the relationship between brand-consumers. Design/methodology/approach -The present study takes its starting point from evolutionary dynamics developed from sociological and psycho-sociological literature in postmodern society: the constant search by the consumer for self-concept and social identity/identification. Subsequently, the literature analyses different new ways of retailing that support the social dimension of consumer behavior. Findings - The focus on the social dimension of buying allows identification of the vertical branding strategy and the characterization of two different strategic options: corporate vertical branding and cooperative vertical branding. The study offers arguments in support of the function carried out by various forms of retailing and their importance both in communicating corporate values and in creating/consolidating the link between brands and consumers. Practical implications - The precedents arising from the study carried out in this paper provide suggestions for practitioners (managers and professionals) who use retailing in order to develop and strengthen the relationship between brand and consumer. Originality/value - The paper offers readers the possibility to understand how evolutionary dynamics of postmodern society combine with new forms of retailing in order to develop relationships between brand and consumer.
|Titolo:||“The social dimension of buying: Opportunities resulting from new retailing forms"|
|Data di pubblicazione:||2009|
|Appare nelle tipologie:||4.1.1 Proceedings con DOI|