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

Serena Wider; Andrea Lucarelli; Sylvia von Wallpach

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

Serena Wider, Andrea Lucarelli, Sylvia von Wallpach

Department of Marketing

Lund University

Research output: Contribution to conference › Conference abstract for conference › Research › peer-review

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 language	English
Publication date	2018
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 http://www.acrwebsite.org/go/acr18

Conference

Conference	49th Annual Conference of the Association for Consumer Research. ACR 2018
Number	49
Location	Hilton Anatole
Country/Territory	United States
City	Dallas
Period	11/10/2018 → 14/10/2018
Internet address	http://www.acrwebsite.org/go/acr18

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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Cite this

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AU - Lucarelli, Andrea

AU - von Wallpach, Sylvia

N1 - Conference code: 49

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N2 - 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.

AB - 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.

M3 - Conference abstract for conference

Y2 - 11 October 2018 through 14 October 2018

ER -