Corporate Branding As a Source For Employees' Moral Identity Work

This paper studies how employees use an ethical brand as a resource for their identity work. The findings show that the brand works through three modes: i) Moral self-definition by differentiation, ii) Explicating moral and values as moral superiority, and, iii) Categorization and affiliation into a common sense of mission.



Citation:

Philipp Wegerer (2017) ,"Corporate Branding As a Source For Employees' Moral Identity Work ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 489-492.

Authors

Philipp Wegerer, University of Innsbruck, Austria



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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