Branded Lives: The Production and Consumption of Meaning at Work

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Matthew J. Brannan, Elizabeth Parsons, Vincenza Priola
Edward Elgar Publishing, Jan 1, 2011 - Business & Economics - 224 pages
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'Branded Lives explodes the myth that a brand must, or even can stand for one unified, easily communicated message. While warning of the dangers of managing to preserve this myth, the book also celebrates the plurality of brand meanings generated by t
 

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Contents

1 Introduction
1
branding in processes of financialization and market capitalization
17
branding identity and the desire for authenticity
35
polysemic readings of employeebrand identification
57
resistance and disillusionment at Avatar
75
6 Internalizing the brand? Identity regulation and resistance at AquaTilt
90
the benefits of institutionalized informality
108
8 The brand I call home? Employeebrand appropriation at IKEA
128
union organizing in frontline service work
148
foes or friends?
168
11 Placing branding within organization theory
185
Index
197
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