La relazione tra marca e consumatori migranti: una visione introspettiva”

Translated title of the contribution: [Autom. eng. transl.] The relationship between brand and migrant consumers: an introspective vision "

Silvia Biraghi, Rossella Chiara Gambetti, Angela Antonia Beccanulli

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

[Autom. eng. transl.] The authors investigated on an introspective level the dynamics of the brand-consumer relationship that characterize the relationship that migrant consumers establish with their reference brands. For this analysis a qualitative approach was used based on the collection of personal diaries generated in digital form. The digital diaries have been useful to deepen, as it is lived internally, the personal experience of those who today face a process of entering a new consumer culture, reminding us how brands can be powerful resources at a symbolic, value and pragmatic level. for their consumers.
Translated title of the contribution[Autom. eng. transl.] The relationship between brand and migrant consumers: an introspective vision "
Original languageItalian
Title of host publicationIMMIGRATI E CONSUMI IN ITALIA. I consumi come fattore di integrazione e acculturation
Pages182-195
Number of pages14
Volume2021
Publication statusPublished - 2021

Keywords

  • Liquid consumption
  • Migrant consumer
  • Relazione brand-consumatore

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