Empowerment of Marginalized Consumers Through Social Capital: Proposal of A Model And Profiles


  • Jussara Cucato Escola Superior de Propaganda e Marketing- ESPM, São Paulo, (Brasil)
  • Flavio Bizarrias Português
  • Júlio Figueiredo Escola Superior de Propaganda e Marketing - ESPM, São Paulo, (Brasil).
  • Vivian Strehlau Português




Consumer empowerment, Social capital, Social adjustment function, Brand-self


Objective: The aim of this study is to determine how consumer empowerment, approximated by Social Capital, is influenced by the social adjustment function of attitudes and brand congruence with Self in consumers with a sense of power distance.

Method: A survey was conducted with data analyzed using Structural Equation Modeling, with mediation analysis using Sobel's test, supplemented by a latent class analysis, to detail the consumer empowerment profiles in the study.

Results: The results indicated that consumers with power distance may feel empowered when brands integrate into their identity conditionedon the social adjustment function of attitudes. However, this is less pressing for less empowered consumers.

Conclusions: This study contributes theoretically to the consumer empowerment literature, particularly of vulnerable, absent consumers such as those represented by a power distance trait, by proposing a theoretical model for this integration.


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Author Biographies

Jussara Cucato, Escola Superior de Propaganda e Marketing- ESPM, São Paulo, (Brasil)

Doutoranda em Administração pela Escola Superior de Propaganda e Marketing - ESPM, , São Paulo, (Brasil).

Flavio Bizarrias, Português

Pós-doutor em Marketing Internacional pela Escola Superior de Propaganda e Marketing- ESPM, São Paulo, (Brasil). É Professor e Pesquisador do Programa de Pós-graduação em Gestão de Projetos (PPGP) Stricto Sensu da Universidade Nove de Julho - Uninove, São Paulo. Doutor em Administração e Mestre em Administração pela Universidade Nove de Julho - Uninove.

Júlio Figueiredo, Escola Superior de Propaganda e Marketing - ESPM, São Paulo, (Brasil).

Doutor em Física Nuclear pela Universidade de São Paulo - USP, São Paulo, (Brasil). especializado em computação, cálculo numérico e sistemas complexos. Possui especialização em Gestão de Negócios pelo Instituto Tecnológico da Aeronáutica - ITA, São Paulo, e pela Escola Superior de Propaganda e Marketing -ESPM, São Paulo. Coordenador do Programa de Mestrado e Doutorado em Administração da ESPM (PPGA/ESPM). Coordenador Acadêmico de Parcerias e Pesquisa dos cursos de Pós-Graduação Lato Sensu da ESPM. Professor do Departamento de Administração da Produção e de Operações da Escola de Administração de São Paulo da Fundação Getúlio Vargas (FGV-EAESP).

Vivian Strehlau, Português

Doutora em Administração de Empresas pela Fundação Getúlio Vargas - FGV, São Paulo, (Brasil). Estágio Senior (pós doutorado) pela Wirtschaftsuniversität Wien. Participou do Programme of International Management na London Business School. Professora titular da Escola Superior de Propaganda e Marketing - ESPM, São Paulo.


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How to Cite

Cucato, J., Bizarrias, F., Figueiredo, J., & Strehlau, V. (2022). Empowerment of Marginalized Consumers Through Social Capital: Proposal of A Model And Profiles. Future Studies Research Journal: Trends and Strategies, 14(1), e0623. https://doi.org/10.24023/FutureJournal/2175-5825/2022.v14i1.623



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