Sub-theme 36: Exploring the Kaleidoscopic Nature of Branding
Convenors:
Viviane Sergi, ESG UQAM, Canada
Martin Kornberger, Copenhagen Business School, Denmark
Majken Schultz, Copenhagen Business School, Denmark
Session I: Thursday, July 04, 09:00 to 10:30, CSC, 1st floor, Green Section, Van Houtte
Branding and Organizational Identity
Chair: Martin Kornberger
Toni-Matti Karjalainen
Meaning management in organizations through branding
Discussant(s)Discussant(s): Philipp Wengerer
Elen Riot, Cécile Chamaret and Emmanuelle Rigaud Lacresse
Murakami on the bag: Louis Vuitton, art and the commodity trap
Discussant(s)Discussant(s): Fernando Pinto Santos and Toni-Matti Karjalainen
Iain Munro and Philipp Wegerer
Exploring the dynamics between corporate brands and employee's identity work: A case study on the Austrian premium chocolatier
Zotter
Discussant(s)Discussant(s): Elen Riot, Cécile Chamaret and Emmanuelle Rigaud
Session II: Thursday, July 04, 11:00 to 12:30, CSC, 1st floor, Green Section, Van Houtte
Who are the Branding Actors?
Chair: Viviane Sergi
Monika Müller
Internal branding and neo-normative control: The case of Ikea
Discussant(s)Discussant(s): Carys Egan-Wyer, Dan Kärreman, Bernadette Loacker and Kate Sullivan
Nada Endrissat, Dan Kärreman and Claus Noppeney
The creative class in McJobs: Employer branding in the service industry
Discussant(s)Discussant(s): Monika Müller
Carys Egan-Wyer, Dan Kärreman, Bernadette Loacker and Katie Sullivan
'Making up' the branding occupation: Interfering discourses organizing branding work and worlds
Discussant(s)Discussant(s): Nada Endrissat and Claus Noppeney
Session III: Thursday, July 04, 16:00 to 17:30, CSC, 1st floor, Green Section, Van Houtte
Branding and Strategy
Chair: Majken Schultz
Alkmini Gkritzali, Joseph Lampel and Caroline Wiertz
The birth of a story. How markets influence popular culture projections
Discussant(s)Discussant(s): Ahmed Hegazy, Adelina Broadbrige and Jonathan Elms
Christiane Villela, Helena Belintani Shigaki, Marcelo de Rezende Pinto and Dalton Jorge Teixeira
An experiment on brand image for the premium market in four Brazilian capitals
Discussant(s)Discussant(s): Alkmini Gritzali, Joseph Lampel and Caroline Wiertz
Session IV: Friday, July 05, 09:00 to 10:30, CSC, 1st floor, Green Section, Van Houtte
Space/Place and Branding
Chair: Martin Kornberger
Andrea Lucarelli
The brand on the making: An analysis of the travelling of the stockholm brand
Discussant(s)Discussant(s): Karin Winroth
Johnny Boghossian
How regional collective identities facilitate market construction: Quebec national identity and the emergence of a market
for ice cider
Discussant(s)Discussant(s): Andrea Lucarelli
Lotta Häkkinen and Nina Kivinen
Between lifestyle bloggers, teenage angst and messy relationships - performing brands through co-operative practices in media
Discussant(s)Discussant(s): Federica Caboni and Ernestina Giudici
Session V: Friday, July 05, 14:00 to 15:30, CSC, 1st floor, Green Section, Van Houtte
Questioning Branding
Chair: Majken Schultz
Francesca Saraco
Brands behaving badly: The exploitation of immaterial labour in online brand communities
Discussant(s)Discussant(s): Virpi Sorsa
Annika Skoglund, Daniel Nyberg and Christopher Wright
In between and beyond: Green branding and the greening of brands
Discussant(s)Discussant(s): Francesca Saraco
Session VI: Saturday, July 06, 09:00 to 10:30, CSC, 1st floor, Green Section, Van Houtte
Cancelled
Session VII: Saturday, July 06, 11:00 to 12:30, CSC, 1st floor, Green Section, Van Houtte
- Group Discussion -
Chair: Viviane Sergi, Martin Kornberger and Majken Schultz