Brands : interdisciplinary perspectives / Edited by Jonathan E. Schroeder

Incluye referencias bibliográficas e índice.

1. Introduction -- I. Cultural perspectives -- 2. Brand culture and brabded workers: service work and aesthetic labour in fashion retail -- 3. Packaging as a vehicle for mythologizing the brand -- 4. Just doingit: a visual ethnographic study of spectacular consumption behavior at Nike Town -- 5. Commentary: the cultural approach to branding -- II. Corporate perspective -- 6. Transnational organization and symbolic producction: creating aand managing a global brand -- 7. Retail stores as brands: Performances, theatre and Space -- 8. Learning to say g'day to the world: the development of Australia's marketable Image in the 1980s -- 9. The technology of branding -- III Consumer perspectives -- 10. Consumer-brand assemblages in advertising: an analysis of skin, identity, and tattoos in ads -- 11. Consumer multiculturation: consequences of multicultural identification for brand knowledge -- 12. The role of commodified celebrities in children's moral development: the case of David Beckham -- 13. Limits of the McDonaldization thesis: eBayization and ascendant trends in post-industrial consumer culture -- 14. Commentary: the consumer perspective on branding -- IV. Critical perspectives -- 15. Aesthetics awry: the Painter of Light and the commodification of artistic values -- 16. Consuming the "world": reflexivity, aesthetics, and authenticity at Disney World's EPCOT Center -- 17. Consuming caffeine: the discourse of Starbucks and coffee -- 18. Compr(om)ising commodities in consumer culture: fetishism, aesthetics, and authenticity.