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 Impact of Product Type on Disposal Intentions
MUSTAFA KARATAŞ, Koc University, Turkey
Rabia BAYER, Koc University, Turkey
Zeynep GURHAN-CANLI, Koc University, Turkey
Corporate Social Responsibility and Dishonest Consumer Behavior
In-Hye Kang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA
How Incremental Theory Enhances or Reduces Charitable Giving
Alyssa Yoon, Korea University, Korea
Jongwon Park, Korea University, Korea