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 |
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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 |
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Number | 49 |
Location | Hilton Anatole |
Country/Territory | United States |
City | Dallas |
Period | 11/10/2018 → 14/10/2018 |
Internet address |