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

Publikation: KonferencebidragKonferenceabstrakt til konferenceForskningpeer review

Abstrakt

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.
OriginalsprogEngelsk
Publikationsdato2018
Antal sider2
StatusUdgivet - 2018
Begivenhed49th Annual Conference of the Association for Consumer Research. ACR 2018 - Hilton Anatole, Dallas, USA
Varighed: 11 okt. 201814 okt. 2018
Konferencens nummer: 49
http://www.acrwebsite.org/go/acr18

Konference

Konference49th Annual Conference of the Association for Consumer Research. ACR 2018
Nummer49
LokationHilton Anatole
LandUSA
ByDallas
Periode11/10/201814/10/2018
Internetadresse

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.

Citationsformater

Wider, S., Lucarelli, A., & von Wallpach, S. (2018). Mediation as a Multi-dimensional Process of Brand-related Interaction. Abstract fra 49th Annual Conference of the Association for Consumer Research. ACR 2018, Dallas, USA.