How Employees Embody the Brand
This study investigates how a brand becomes embodied through its employees. A two-year ethnography is used to show how Hollister employees relate to their bodies in different spaces. Findings shed light on how employees’ bodies are unconsciously driven by (un)obtrusive forms of control by the brand.
Stephanie Kogler (2019) ,"How Employees Embody the Brand", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 403-407.
Stephanie Kogler, University of Innsbruck, Austria
NA - Advances in Consumer Research Volume 47 | 2019
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Ekaterina Salnikova, Aarhus University
Yuliya Strizhakova, Rutgers University, USA
Klaus G Grunert, Aarhus University
Assemblages of Denim: Transforming from Mundane to Remarkable Consumption Object
Eminegül Karababa, Middle East Technical University
Mahmut Sami Islek, Eskisehir Osmangazi University
Ufuk Ay, KTO Karatay University
Consumer Responses to Premium Framing: Better to Offer the Target Product as a Free Gift?
Maggie Wenjing Liu, Tsinghua University
Lu Yang, Tsinghua University
Yuhuang Zheng, Tsinghua University