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
The Messy Satiation Effect: The Benefits of Eating Like a Pig
Kevin L. Sample, University of Georgia, USA
Kelly Haws, Vanderbilt University, USA
Neural pattern similarity reveals brand equity
Feng Sheng, University of Pennsylvania, USA
Michael Platt, University of Pennsylvania, USA
Pretty Healthy Food: How Prettiness Amplifies Perceived Healthiness
Linda Hagen, University of Southern California, USA