Relationship Between Brand-Individual: Influences from and to Contexts

Methodology/Approach The present work, through a conceptual paper, aims to improve the studies about the consumption phenomenon and the relation between brand and individual/consumer. The objective of the paper is to envisage that the relations between firm and individual/consumer, created by the product/brand, are the cause/medium and the outcomes of influences to and from relative reference contexts. It is founded on the literature gaps about social consumption and network approach, and on the sociologists Giddens and management Golinelli’s theories. Findings According to Giddens' and Golinellis' theories the relations between company/brand and individuals are both influenced and influence their reference contexts, through a duality structural model cycle. These point of view shows two isomorphic parts represented by company/brand and their context and individual and their context, respectively in bidirectional relation between them. Practical implications Using the components of the dimensions of the duality of structure model as a checklist, the framework helps sensitize the researchers and the practitioners to social elements and structural influences. The contextual influences analysis could shape the segmentation and positioning concepts and tools. Originality/value The paper shows both some useful considerations and evolutions about firm/brand and individual relationship dynamics and envisages some gaps in network approach and social consumption process studies.