Mediation as a Multi-dimensional Process of Brand-related Interaction

Serena Wider; Andrea Lucarelli; Sylvia von Wallpach

Mediation as a Multi-dimensional Process of Brand-related Interaction

Serena Wider, Andrea Lucarelli, Sylvia von Wallpach

Institut for Afsætningsøkonomi

Lunds universitet

Publikation: Konferencebidrag › Konferenceabstrakt til konference › Forskning › peer review

Abstract

The paper proposes and empirically illustrates a conceptualization of mediation as multidimensional process of brand-related interaction. The findings suggest that the brand form, continuously preformed via brand-related socio-material artefacts, mediates brand-related social interaction; which in turn feeds back into the brand form, thus constituting the continuous becoming of brands.

Originalsprog	Engelsk
Publikationsdato	2018
Antal sider	2
Status	Udgivet - 2018
Begivenhed	49th Annual Conference of the Association for Consumer Research. ACR 2018 - Hilton Anatole, Dallas, USA Varighed: 11 okt. 2018 → 14 okt. 2018 Konferencens nummer: 49 http://www.acrwebsite.org/go/acr18

Konference

Konference	49th Annual Conference of the Association for Consumer Research. ACR 2018
Nummer	49
Lokation	Hilton Anatole
Land/Område	USA
By	Dallas
Periode	11/10/2018 → 14/10/2018
Internetadresse	http://www.acrwebsite.org/go/acr18

Bibliografisk note

Presented at a special session which combines four research projects that theorize on brands as mediators among different entities, that is, people, meaning, and tangible forms of the reified brand.

Handle.net

Persistent link

Citationsformater

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author = "Serena Wider and Andrea Lucarelli and {von Wallpach}, Sylvia",

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AU - Wider, Serena

AU - Lucarelli, Andrea

AU - von Wallpach, Sylvia

N1 - Conference code: 49

PY - 2018

Y1 - 2018

N2 - The paper proposes and empirically illustrates a conceptualization of mediation as multidimensional process of brand-related interaction. The findings suggest that the brand form, continuously preformed via brand-related socio-material artefacts, mediates brand-related social interaction; which in turn feeds back into the brand form, thus constituting the continuous becoming of brands.

AB - The paper proposes and empirically illustrates a conceptualization of mediation as multidimensional process of brand-related interaction. The findings suggest that the brand form, continuously preformed via brand-related socio-material artefacts, mediates brand-related social interaction; which in turn feeds back into the brand form, thus constituting the continuous becoming of brands.

M3 - Conference abstract for conference

T2 - 49th Annual Conference of the Association for Consumer Research. ACR 2018

Y2 - 11 October 2018 through 14 October 2018

ER -