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.
Citation:
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.
Authors
Stephanie Kogler, University of Innsbruck, Austria
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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