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
A7. Credible Critters: Source and Message Expectancy Violation and Influence on Perceived Trustworthiness and Credibility
Justin Graeber, University of Texas at Austin, USA
How Framing Donor Match as Collaboration Impacts Donation: The Importance of In-Context Field Experiments In Fundraising
Indranil Goswami, SUNY Buffalo
Oleg Urminsky, University of Chicago, USA
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James A Mourey, DePaul University, USA
Ari Waldman, New York Law School