A lone walker is both present and detached, more than an audience but less than a participant. Walking assuages or legitimizes this alienation.
Solnit (2001)
Since the shift in marketing from a transactional to a relational outlook, researchers and marketing experts have usually emphasized the positive sides of the relationship between the consumer and the brand. Research on negative feelings concerning brands has been sparse (de Campos Ribeiro, Butori, & Le Nagard, 2018). In the face of current consumer brand relationship, one can see increasing signs of discontent that, if not discernible then in substance, apropos the phenomenon of alienation...