Brands: Interdisciplinary Perspectives, 1st Edition (Hardback) book cover


Interdisciplinary Perspectives, 1st Edition

Edited by Jonathan E. Schroeder


390 pages | 26 B/W Illus.

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pub: 2015-01-08
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Branding has emerged as a cornerstone of marketing practice and corporate strategy, as well as a central cultural practice. In this book, Jonathan Schroeder brings together a curated selection of the most influential and thought-provoking papers on brands and branding from Consumption Markets and Culture, accompanied by new contributions from leading brand scholars Giana Eckhardt, John F. Sherry, Jr., Sidney Levy and Morris Holbrook.

Organised into four perspectives – cultural, corporate, consumer, critical - these papers are chosen to highlight the complexities of contemporary branding through leading consumer brands such as Disney, eBay, Guinness, McDonalds, Nike, and Starbucks. They address key topics such as celebrity branding, corporate branding, place branding, and retail branding and critique the complexities of contemporary brands to provide a rich trove of interdisciplinary research insights into the function of brands as ethical, ideological and political objects.

This thought-provoking collection will be of interest to all scholars of marketing, consumer behaviour, anthropology and sociology, and anyone interested in the powerful roles brands play in consumer’s lives and cultural discourse.


'Brands applies cultural studies to brand building in a rigorous but accessible way. Putting a creative, often frustrated, and always active consumer at the heart of brand consumption, the authors offer a range of valuable insights from around the globe for creating more meaningful brands.' - Michael Beverland, Professor, University of Bath, UK

'Schroeder has a talent for detecting insights that challenge conventional wisdom and offer new opportunities. The thought-provoking contributions in this curated volume consider brands not as economic signals or managerial assets, but as complex cultural artifacts with ethical and political implications. If you need to be informed about building brands in contemporary culture, read this book.' - Susan Fournier, Professor, Boston University, USA

'By gathering the international who-is-who of brand culture analysts through this magnificent must-read volume, Jonathan Schroeder has created the new obligatory passage point for everyone interested in studying how brands shape (and are shaped by) consumption, markets, and culture.' - Markus Giesler, Associate Professor, York University, Canada,

Table of Contents

1. Introduction (Jonathan E. Schroeder) Part I: Cultural Perspectives 2. Brand Culture and Branded Workers: Service work and aesthetic labour in fashion retail (Lynne Pettinger) 3. Packaging as Vehicle for Mythologizing the Brand (Maria Kniazeva and Russell W. Belk) 4. Just Doing It: A visual ethnographic study of spectacular consumption behavior at Nike Town (Lisa Peñaloza) 5. Commentary: The cultural approach to branding (Giana M. Eckhardt) Part II: Corporate Perspectives 6. Transnational Organization and Symbolic Production: Creating and managing a global brand (John Amis and Michael L. Silk) 7. Retail Stores as Brands: Performances, theatre and space (Alfons van Marrewijk and Maaike Broos) 8. Learning to say g'day to the World: The development of Australia's marketable image in the 1980s (Robert Crawford) 9. The Technology of Branding (Sidney J. Levy) Part III: Consumer Perspectives 10. Consumer–Brand Assemblages in Advertising: An analysis of skin, identity, and tattoos in ads (Sofie Møller Bjerrisgaard, Dannie Kjeldgaard and Anders Bengtsson) 11. Consumer Multiculturation: Consequences of multi-cultural identification for brand knowledge (Eva Kipnis, Amanda J. Broderick and Catherine Demangeot) 12. The Role of Commodified Celebrities in Children’s Moral Development: The case of David Beckham (Patricia Gayá Wicks, Agnes Nairn and Christine Griffin) 13. Limits of the McDonaldization Thesis: eBayization and ascendant trends in post- industrial consumer culture (Aaron Ahuvia and Elif Izberk-Bilgin) 14. Commentary: The consumer perspective in branding (Morris B. Holbrook)  Part IV: Critical Perspectives 15. Aesthetics Awry: The Painter of Light™ and the commodification of artistic values (Jonathan E. Schroeder) 16. Consuming the "World": Reflexivity, aesthetics, and authenticity at Disney World’s EPCOT Center (H. Rika Houston and Laurie A. Meamber) 17. Consuming Caffeine: The discourse of Starbucks and coffee (Charlene Elliott) 18. Compr(om)ising Commodities in Consumer Culture: Fetishism, aesthetics and authenticity (John F. Sherry, Jr.)

About the Editor

Jonathan Schroeder is the William A. Kern Professor of Communications at Rochester Institute of Technology in New York. He is the author of Visual Consumption (2002), co-author of From Chinese Brand Culture to Global Brands (2013), editor of Conversations on Consumption (2013), and co-editor of Brand Culture (2006), the Routledge Companion to Visual Organization (2014), as well as a special issue on "Being Branded" for the Scandinavian Journal of Management (June 2013). He is editor in chief of the interdisciplinary journal Consumption Markets & Culture. He has held visiting appointments at Wesleyan University, Göteborg University Sweden, University of Auckland, New Zealand, Bocconi University in Milan, Indian School of Business, Hyderabad, and the Shanghai International Business and Economics University.

About the Series

Routledge Interpretive Marketing Research

Recent years have witnessed an ‘interpretive turn’ in marketing and consumer research. Methodologies from the humanities are taking their place alongside those drawn from the traditional social sciences. Qualitative and literary modes of marketing discourse are growing in popularity. Art and aesthetics are increasingly firing the marketing imagination. This series brings together the most innovative work in the burgeoning interpretive marketing research tradition. It ranges across the methodological spectrum from grounded theory to personal introspection, covering all aspects of the postmodern marketing ‘mix’, from advertising to product development, and embracing marketing’s principal sub-disciplines.

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Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Advertising & Promotion
BUSINESS & ECONOMICS / Consumer Behavior
BUSINESS & ECONOMICS / Marketing / General
LANGUAGE ARTS & DISCIPLINES / Communication Studies
SOCIAL SCIENCE / Popular Culture