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

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.