Mediation As a Multi-Dimensional Process of Brand-Related Interaction
The last paper proposes and empirically illustrates a conceptualization of mediation as multi-dimensional process of brand-related interaction. The findings suggest that the brand form, continuously preformed via brand-related socio-material artefacts, mediates brand-related social interaction; which in turn feeds back into the brand form, thus constituting the continuous becoming of brands.
Serena Wider, Andrea Lucarelli, and Sylvia Wallpach (2018) ,"Mediation As a Multi-Dimensional Process of Brand-Related Interaction", 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.
Serena Wider, Copenhagen Business School
Andrea Lucarelli, Lund University
Sylvia Wallpach, Copenhagen Business School
NA - Advances in Consumer Research Volume 46 | 2018
Inferring Personality from Solo vs. Accompanied Consumption: When Solo Consumers are Perceived to be More Open
Yuechen Wu, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA
The Impostor Syndrome from Luxury Consumption
Dafna Goor, Harvard Business School, USA
Nailya Ordabayeva, Boston College, USA
Anat Keinan, Harvard Business School, USA
Sandrine Crener, Harvard Business School, USA
The Victory Effect: Is First-Place Seeking Stronger than Last-Place Aversion?
David Hardisty, University of British Columbia, Canada
Steven Shechter, University of British Columbia, Canada