Introduction

Summary

The concept of the cultural landscape represents a liminal space where physical and digital geographies intersect, creating a dynamic terrain where consumers, brands, and the landscape itself interact to create meaning and establish value. This introduction highlights the intricate relationship between brands and consumers within this landscape, exploring the fluid exchange of power and identity construction that occurs in these interactions. With a focus on how brands and consumers co-create meaning and value, the book examines the formation and exchange of capital, gender, authenticity, activism, and the power dynamics that come into play between consumers and brands.