Branded lives the production and consumption of meaning at work
Branded Lives explores the increasingly popular concept of employee branding as a new form of employment relationship based on brand representation. In doing so it examines the ways in which the production and consumption of meaning at work are increasingly mediated by the brand. This insightful col...
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| Other Authors: | , |
| Format: | eBook |
| Language: | English |
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Cheltenham, U.K
Edward Elgar
2011
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| Collection: | Edward Elgar eBook Archive - Collection details see MPG.ReNa |
| Summary: | Branded Lives explores the increasingly popular concept of employee branding as a new form of employment relationship based on brand representation. In doing so it examines the ways in which the production and consumption of meaning at work are increasingly mediated by the brand. This insightful collection draws on qualitative empirical studies in a range of contexts to include services, retail and manufacturing organizations. The contributors explore the nuances of employee branding from various disciplinary standpoints such as: organization studies, marketing, human resource management and industrial relations. They take a critical perspective on work and organizations and document the lived experience of work and employment under branded conditions. In investigating the extent to which a variety of organizational strategies seek to mould workplace meanings and practices to further build and sustain brand value and the effectiveness of these in terms of employee responses, the authors question whether the attempt to "brand" workers' lives actually enhances or diminishes the meaning and experience of work 1. Introduction / Matthew J. Brannan, Elizabeth Parsons and Vincenza Priola -- 2. Considering the "bigger picture" : branding in processes of financialization and market capitalization / Hugh Willmott -- 3. Be who you want to be : branding, identity and the desire for authenticity / Christopher Land and Scott Taylor -- 4. The branded self as paradox : polysemic readings of employee-brand identification / Sandra Smith and Margo Buchanan-Oliver -- 5. The trouble with employer branding : resistance and disillusionment at Avatar / Jean Cushen -- 6. Internalizing the brand? : identity regulation and resistance at Aqua-Tilt / Stephanie Russell -- 7. Recruitment and selection practices, person-brand fit and soft skills gaps in service organizations : the benefits of institutionalized informality / Scott A. Hurrell and Dora Scholarios -- 8. The brand I call home? : employee-brand appropriation at IKEA / Veronika V. Tarnovskaya -- 9. Appropriating the brand : union organizing in front-line service work / Melanie Simms -- 10. Employer branding and diversity : foes or friends? / Martin R. Edwards and Elisabeth K. Kelan -- 11. Placing branding within organization theory / Matthew J. Brannan, Elizabeth Parsons and Vincenza Priola |
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| Physical Description: | xiv, 201 p |
| ISBN: | 9780857936226 9780857938145 9781849800921 |