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The construction and controlling effect of a moral brand

In English

Författare

  • Emma Jeanes

Summary, in English

This paper explores the control effect of a moral brand through its brand culture. The moral brand culture distinguishes itself from other brand cultures by drawing on external claims for legitimacy. In this case, the brand drew upon a strong brand community, moral narratives in society, and the participative engagement with its values by many employees. As a consequence of these multiple and often external means of brand creation, managers were able to distance themselves from the process of brand and cultural management. Indeed such distancing was required for its effective enactment. The co-creation of the moral brand and the idea of 'doing the right thing' deflected attention from the controlling effect of the brand culture. (c) 2013 Elsevier Ltd. All rights reserved.

Publiceringsår

2013

Språk

Engelska

Sidor

163-172

Publikation/Tidskrift/Serie

Scandinavian Journal of Management

Volym

29

Issue

2

Dokumenttyp

Artikel i tidskrift

Förlag

Elsevier

Ämne

  • Business Administration

Nyckelord

  • Anti-corporate
  • Authenticity
  • Brand culture
  • Brand work
  • Ethical
  • organization
  • Moral brand
  • Normative control

Status

Published

ISBN/ISSN/Övrigt

  • ISSN: 0956-5221