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.

Cite this

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.