How Employees Relate to Their Brand Online: a Critical Visual Analysis of Hollister
This study aims to investigate the role of employees as co-creators of brand meaning on social networking sites. Analysis focuses on the fashion brand Hollister and their employees’ visual practices. In particular, the findings shed light on visual practices of employees that intersect with identity assemblages of the company.
Stephanie Kogler (2018) ,"How Employees Relate to Their Brand Online: a Critical Visual Analysis of Hollister", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 406-412.
Stephanie Kogler, University of Innsbruck, Austria
NA - Advances in Consumer Research Volume 46 | 2018
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Eileen Fischer, York University, Canada
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