The aim of this work is to show how to apply an interpretative model about the construction of subjectivity – considered as the result of the activation in interactive situation of elements belonging to a subject’s identity repertoire – and intersubjectivity – considered as the result of a ‘fine tuning’ process involving different subjects, in this case consumer and brand – to brand-consumer dynamics. Main focus of this paper is to illustrate how brand and consumer exchange identity elements (values, representation of reality, behaviors, etc.) and to describe the appropriation processes going from brand subjectivity to consumer and vice versa. In particular the model and the case history used in this paper – Anthon Berg temporary shop – are intended to highlight that the brand can transitively redefine itself by managing this process.

Galimberti, C., Brivio, E., Cazzulani, I., Intersubjectivity is/as a deal. Dynamics of brand-consumer interactions in 2.0 environments, in Proceedings of the 5th International Conference on Multidisciplinary Perspectives on Child and Teen Consumption, (Milano, 12-14 December 2012), Qanat – Editoria & Arti Visive di Toni Saetta, Palermo 2012: 703-712 [http://hdl.handle.net/10807/42677]

Intersubjectivity is/as a deal. Dynamics of brand-consumer interactions in 2.0 environments

Galimberti, Carlo;Brivio, Eleonora;
2012

Abstract

The aim of this work is to show how to apply an interpretative model about the construction of subjectivity – considered as the result of the activation in interactive situation of elements belonging to a subject’s identity repertoire – and intersubjectivity – considered as the result of a ‘fine tuning’ process involving different subjects, in this case consumer and brand – to brand-consumer dynamics. Main focus of this paper is to illustrate how brand and consumer exchange identity elements (values, representation of reality, behaviors, etc.) and to describe the appropriation processes going from brand subjectivity to consumer and vice versa. In particular the model and the case history used in this paper – Anthon Berg temporary shop – are intended to highlight that the brand can transitively redefine itself by managing this process.
2012
Inglese
Proceedings of the 5th International Conference on Multidisciplinary Perspectives on Child and Teen Consumption
Child and Teen Consumption 2012: Food consumption, communication, life style and fashion
Milano
12-dic-2012
14-dic-2012
9788898245048
Galimberti, C., Brivio, E., Cazzulani, I., Intersubjectivity is/as a deal. Dynamics of brand-consumer interactions in 2.0 environments, in Proceedings of the 5th International Conference on Multidisciplinary Perspectives on Child and Teen Consumption, (Milano, 12-14 December 2012), Qanat – Editoria & Arti Visive di Toni Saetta, Palermo 2012: 703-712 [http://hdl.handle.net/10807/42677]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10807/42677
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