The role of brands in global mobility : a case study on the digital Nomad village in Madeira

In a world where digital nomadism is increasingly prevalent, this thesis explores the role of brands in supporting the mobile lifestyles of liquid consumers. It seeks to fill a gap in understanding consumer-brand relationships from a liquid perspective, as highlighted by Bardhi and Eckhardt (2017). Leveraging theoretical frameworks of liquid modernity, liquid consumption, and consumer-brand relationships, the study adopts a qualitative case study approach. Through in-depth interviews with digital nomads residing in the Digital Nomad Village in Madeira, it uncovers the multifaceted role of brands in their lives. The findings reveal that brands serve three key roles—functional, emotional, and social—in the lives of liquid consumers. Notably, these roles are supportive, and brands can simultaneously fulfill multiple roles. Moreover, these roles exhibit fluidity over time, reflecting the dynamic nature of these relationships. In sum, this study contributes to advancing our understanding of consumer- brand relationships from a liquid perspective.
Danique Marlée Schoonveld
Masterarbeit Universität Innsbruck 2024