This paper focuses on the sustainable development conditions in Italian Inner Areas. Italy’s Inner Areas are rural depopulated areas characterized by their distance from the main service centers of education, health, and mobility, according to the classification proposed by the National Strategy for Inner Areas in 2012. The inner and marginal areas are recently getting the interest of the market place and agricultural economics, as well as the attention of the regional and cohesion policies of national governments and the European Union. These places provide an intriguing perspective for a broader reflection on European peripheral areas and their development trajectories. The aim of this contribution is to interpret the determinants of the relationships between rural identity and perceptive components of authenticity, in order to understand the mechanisms by which they are positively reflected in socio-economic and environmental use, influencing in turn, the level of sustainability of territorial development. We found a specific role of the rural identity in the catalyzed phenomena of interaction between citizens/community and visitors/stakeholders, through the authenticity effect, identifying them as the basis of the spontaneous, bottom-up emersion of a symbolic platform, which characterizes the identification of a place brand and of the creation of the perception/destination of the inner territories’ characteristics. Finally, the paper discusses an Italian Inner Areas project promoted by the common engagement of local institutions and social and economic actors.

Purpose: The purpose of this paper is to provide a contribution to advancing knowledge on the more recent phenomenon of social brand community.Design/methodology/approach: The paper is based on an extensive interdisciplinary literature review in areas such as sociology, management, and marketing. Three interrelated and consecutively developed conceptualizations resulting from a co‐operation of the researchers over the last three years are presented to explain the influence of the evolution of current social trends on the relationship between consumers and brands in different contexts (socio‐demographic aspects and culture). The conceptualizations have been applied to a qualitative case study on Cypriot consumers, which conducted in‐depth expert interviews and focus groups. The research project has been designed in three stages: the first stage elicited thenature of relationships between consumer, brands and social groups; the second stage was concerned with differentiating consumer behaviour and segmentation patterns in the various stages; finally, the last one conceptualized the influence of culture on the brand‐consumer relationship and benefited from a progressive knowledge of the researchers in the field of embedded learning and human branding.Findings: The first conceptualization (Siano and Basile) explains the various stages of the evolution of the relationship between the consumer and the brand. The second conceptualization proposes a new segmentation and categorization pattern of brand consumers and their respective behaviors derived from the different stages of the consumer‐brand relationship development (Siano and Basile; Siano, Kaufmann and Basile). The third conceptualization has been developed from the findings of an exploratory study on Cypriot brand related consumer behavior (Kitsios and Kaufmann), which had expanded the previous two conceptualizations by integrating cultural aspects. Beyond that, the third conceptualization integrates the influence of embedded learning and stimulant experience on the consumer‐brand relationship.Originality/value: The paper provides innovative knowledge on a new quality, even new paradigm, of consumer‐brand‐social group relations leading to newly arising segmentation patterns and socially responsible marketing.