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

A10. Opting Opt-in or Out? Effects of Defaults on Perceived Control and Valuation of Personal Data

Iris van Ooijen, University of Twente

Read More

Featured

Silencing the Call of the Sirens

Janet Schwartz, Tulane University, USA

Read More

Featured

Does It Pay to Be Virtuous? Examining Whether and Why Firms Benefit From Their CSR Initiatives

Dionne A Nickerson, Georgia Tech, USA
Michael Lowe, Georgia Tech, USA
Adithya Pattabhiramaiah, Georgia Tech, 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.