The Evolution of New Consumer Roles in Branding

Purpose This paper provides a contribution to the subject of the relationship between brand and consumer, with the particular objective to develop understanding of the social trends that determine the brand behavior of consumers, and the increasing role that brand plays in the socialization system. Design/methodology/approach Based on an interdisciplinary literature review a number of conceptual frameworks depicting the chronological evolution of the brand- consumer relationship have been developed. Due to a perceived very high level of compatibility of research objectives the frameworks have been validated by a qualitative research conducted in Cyprus. The research presents the results of interviews and focus groups with marketing management of Cypriot companies and with potential Cypriot brand consumers. The research aim was to investigate and conceptualize the relationship between brand, consumer behavior and the socialization system in Cyprus, which might influence corporate branding strategies. Findings The research provides an adaptation of a conceptual framework proposed in order to demonstrate that the relationship between brand and consumer, overall to island populations, cannot be separated from socio-demographic (age, gender, income, education) and cultural categorization (collectivistic and/or individualistic) factors. Practical implications Originality/value The paper sensitizes readers to develop careful considerations about the difficulty to identify the social and cultural factors (individualistic and/or collectivistic culture, sense of belonging, etc.) influencing the postmodern consumer. Based on the description of the chronological evolution of the relationship between consumer and brand/firm an innovative conceptual framework is provided differentiating consumer roles by the strength of the relationship to the brand. The elicited strongly normative implications of the socialization system suggest differentiating brand and consumer behaviour related theory as to island populations.