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.



Citation:

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.

Authors

Philipp K. Wegerer, University of Innsbruck, Austria



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Doing Worse but Feeling Better: Consequences of Collective Choice

Nuno Jose Lopes, University of Navarra
Elena Reutskaja, IESE Business School

Read More

Featured

M3. #FOMO: How the Fear of Missing Out Drives Consumer Purchase Decisions

Michelle van Solt, Florida International University
Jessica Rixom, University of Nevada, Reno
Kimberly Taylor, Florida International University

Read More

Featured

P7. Consumer Evaluations of Sale Prices: The Role of the Spatial Representation of Time

Yaeeun Kim, Temple University, USA
Joydeep Srivastava, Temple University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.