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The construction and controlling effect of a moral brand

Jeanes, Emma LU (2013) In Scandinavian Journal of Management 29(2). p.163-172
Abstract
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... (More)
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. (Less)
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author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Anti-corporate, Authenticity, Brand culture, Brand work, Ethical, organization, Moral brand, Normative control
in
Scandinavian Journal of Management
volume
29
issue
2
pages
163 - 172
publisher
Elsevier
external identifiers
  • wos:000319183600005
  • scopus:84877057662
ISSN
0956-5221
DOI
10.1016/j.scaman.2013.03.007
language
English
LU publication?
yes
id
dd711fb3-254f-46d5-ac6a-c696ab89105c (old id 3931602)
date added to LUP
2016-04-01 13:40:51
date last changed
2020-01-12 13:18:00
@article{dd711fb3-254f-46d5-ac6a-c696ab89105c,
  abstract     = {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.},
  author       = {Jeanes, Emma},
  issn         = {0956-5221},
  language     = {eng},
  number       = {2},
  pages        = {163--172},
  publisher    = {Elsevier},
  series       = {Scandinavian Journal of Management},
  title        = {The construction and controlling effect of a moral brand},
  url          = {http://dx.doi.org/10.1016/j.scaman.2013.03.007},
  doi          = {10.1016/j.scaman.2013.03.007},
  volume       = {29},
  year         = {2013},
}