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Brands at Work: The Search for Meaning in Mundane Work

Brannan, Matthew J.; Parsons, Elizabeth and Priola, Vincenza (2015). Brands at Work: The Search for Meaning in Mundane Work. Organization Studies, 36(1) pp. 29–53.

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DOI (Digital Object Identifier) Link: https://doi.org/10.1177/0170840614553382
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Abstract

Brand scholarship traditionally resides within the marketing literature and focuses on organizations’ external relationships with customers. However, increasing critical attention in organization studies has focused on the brand in order to understand its impact on the internal dynamics of employment relations in contemporary organizations. Drawing on an ethnography of frontline service work in an IT consultancy call centre, we explore the brand as an internal organizational resource sustaining the process of employee meaning-making activities. Documenting the ‘work of the brand’, we outline what the brand offers both employees and employers and, in doing so, we theorize the brand at work as a connecting mechanism between processes of identity formation/re-formation and regulation. While employees are encouraged to internalize particular brand meanings (in this case prestige, success and quality), we found that they often willingly buy into these intended brand meanings as a palliative to ‘cope’ with mundane work. In this way brand meanings are central to producing a self-disciplining form of employee subjectivity.

Item Type: Journal Item
Copyright Holders: 2015 The Authors
ISSN: 1741-3044
Keywords: brand; call centres; employee branding; ethnography; identity; organizational control
Academic Unit/School: Faculty of Business and Law (FBL) > Business > Department for People and Organisations
Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL)
Item ID: 47481
Depositing User: Cinzia Priola
Date Deposited: 05 Oct 2016 10:31
Last Modified: 06 Jun 2019 12:02
URI: http://oro.open.ac.uk/id/eprint/47481
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