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.



Citation:

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.

Authors

Serena Wider, Copenhagen Business School
Andrea Lucarelli, Lund University
Sylvia Wallpach, Copenhagen Business School



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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