The construction and controlling effect of a moral brand

Abstract

Journal ArticleNOTICE: this is the author’s version of a work that was accepted for publication in Scandinavian Journal of Management. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Scandinavian Journal of Management, Volume 29, Issue 2, June 2013, Pages 163–172 doi: 10.1016/j.scaman.2013.03.007This 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. © 2013 Elsevier Ltd