Brands as mediators of lifestyles : the case of the Lululemon brand assemblage

Brands are constantly changing due to public discourse online and offline. Using netnographic data from the brand Lululemon and conceptualising brands as processes and assemblages of interacting components, this master thesis investigates how brands and other elements of a brand assemblage mediate among stakeholders and culture. This work suggests that the processes cultural tagging, cultural portraying and field language facilitate social mediation between a brand and a cultural field.submitted by Selina WiedmannUniversität Innsbruck, Masterarbeit, 2018(VLID)256821