Consumer self-concept and digitalization: what does this mean for brands?

نویسندگان

چکیده

This study aims to contribute the discourse on impact of digitalization consumer self-concept. The objective is provide a broad understanding that digitally enabled consumption environments have self-concept and unveil how this relates brands. adopts qualitative approach through in-depth interviews with five experienced Italian marketing directors operating in business-to-business business-to-consumer markets. analysis provides theoretical inputs about has centered self-concept, integration digital resources devices position at core branding strategies. Moreover, yields business-developed research agenda topic three main focal areas: self-influence, hybrid experiences, enthusiasm vs. avoidance. also managerial implications pertaining relationship between brands spaces involving consumer–brand relationships, brand values, seamless positioning, personalization.

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ژورنال

عنوان ژورنال: Italian Journal of Marketing

سال: 2022

ISSN: ['2662-3323', '2662-3331']

DOI: https://doi.org/10.1007/s43039-022-00059-8