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.
|Number of pages||2|
|Publication status||Published - 2018|
|Event||49th Annual Conference of the Association for Consumer Research. ACR 2018 - Hilton Anatole, Dallas, United States|
Duration: 11 Oct 2018 → 14 Oct 2018
Conference number: 49
|Conference||49th Annual Conference of the Association for Consumer Research. ACR 2018|
|Period||11/10/2018 → 14/10/2018|
Bibliographical notePresented 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.
Wider, S., Lucarelli, A., & von Wallpach, S. (2018). Mediation as a Multi-dimensional Process of Brand-related Interaction. Abstract from 49th Annual Conference of the Association for Consumer Research. ACR 2018, Dallas, United States.