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.
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.
Andrea Hemetsberger, University of Innsbruck, Austria
Hans Mühlbacher, International University of Monaco
Eric J Arnould, Aalto University, Finland
NA - Advances in Consumer Research Volume 46 | 2018
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