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

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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.
Original languageEnglish
Publication date2018
Number of pages2
Publication statusPublished - 2018
Event49th Annual Conference of the Association for Consumer Research. ACR 2018 - Hilton Anatole, Dallas, United States
Duration: 11 Oct 201814 Oct 2018
Conference number: 49
http://www.acrwebsite.org/go/acr18

Conference

Conference49th Annual Conference of the Association for Consumer Research. ACR 2018
Number49
LocationHilton Anatole
CountryUnited States
CityDallas
Period11/10/201814/10/2018
Internet address

Bibliographical 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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