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

[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.