Living the Brand? An Ethnographic Study of Employee Branding in the UK Fashion Retail Sector

践行品牌？

• 批准号: 2273119
• 金额: --
• 依托单位: University of Liverpool
• 依托单位国家: 英国
• 项目类别: Studentship
• 财政年份: 2019
• 资助国家: 英国
• 起止时间: 2019 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=studentship-2273119
• 关键词: Living; Brand; Ethnographic; Study; Employee

This project aims to critically evaluate the role that the brand plays in mediating the production and consumption of meaning at work (Brannan, Parsons & Priola, 2015) with a view to improving employee engagement and wellbeing. Based on an ethnographic study of both head office and shopfloor management practices in three UK fashion retailers the project aims to explore how employers strategically leverage the brand to mould workplace meanings and engender employee engagement through processes of recruitment and training. It then examines how these attempts to 'brand' employee's lives impact on their work experience on the shopfloor. While previous studies have tended to look at either/or of these perspectives, this thesis aims to bring them together to evaluate the role of the brand within organisational life and to examine how the 'brand' might function to wed workers to insecure jobs but also possibly reduce feelings of insecurity.

该项目旨在批判性地评估品牌在调节工作意义的生产和消费方面所发挥的作用（Brannan、Parsons & Priola，2015），以提高员工敬业度和福祉。该项目基于对三个英国时尚零售商总部和车间管理实践的人种学研究，旨在探索雇主如何战略性地利用品牌来塑造工作场所的意义，并通过招聘和培训过程提高员工的敬业度。然后，它研究了这些“品牌化”员工生活的尝试如何影响他们在车间的工作体验。虽然之前的研究倾向于关注这些观点中的任何一个，但本文旨在将它们结合起来，评估品牌在组织生活中的作用，并研究“品牌”如何发挥作用，让员工与不稳定的工作结婚，同时也可能减少不安全感。