Brands As Mediators: a Research Agenda
The first paper makes two arguments: First, it develops the notion of brand-mediation into an analytical concept. Second, it provides an interdisciplinary literature review which points out how brands mediate managerial, social and organizational processes. The conceptualization of brands and mediators suggests a number of future research directions.
Philipp K. Wegerer (2018) ,"Brands As Mediators: a Research Agenda", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 352-357.
Philipp K. Wegerer, University of Innsbruck, Austria
NA - Advances in Consumer Research Volume 46 | 2018
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