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

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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.

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