Brands As Complex Social Processes

The second paper develops a perspective of brands as social representations and mediations that comprise the co-construction of brand interest groups, the co-creation of brand meaning, and the co-generation of tangible manifestations of brands. We compile several brand mediation processes from existing literature into a comprehensive taxonomy of mediation.



Citation:

Andrea Hemetsberger, Hans Mühlbacher, and Eric J Arnould (2018) ,"Brands As Complex Social Processes", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 352-356.

Authors

Andrea Hemetsberger, University of Innsbruck, Austria
Hans Mühlbacher, International University of Monaco
Eric J Arnould, Aalto University, Finland



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Trust No One. Verify Everything: Bitcoin

Mariam Humayun, York University, Canada
Russell W. Belk, York University, Canada

Read More

Featured

The Embodiment of Repair: Consumer Experiences of Material Singularity and Practice Disruption

Matthew Godfrey, University of Arizona, USA
Linda L Price, University of Oregon, USA
Robert F. Lusch, University of Arizona, USA

Read More

Featured

R9. The Asymmetric Effects Of Attitude Toward The Brand (Symbolic Vs. Functional) Upon Recommendation System (Artificial Intelligence Vs. Human)

Kiwan Park, Seoul National University, USA
Yaeri Kim, Seoul National University, USA
Seojin Stacey Lee, Seoul National 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.