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|