If you are experiencing problems downloading PDF or HTML fulltext, our helpdesk recommend clearing your browser cache and trying again. If you need help in clearing your cache, please click here . Still need help? Email help@ingentaconnect.com

Brand mascots as organisational totems

$54.78 plus tax (Refund Policy)

Buy Article:

Abstract:

Drawing from ethnographic fieldwork in an Indian advertising agency, this paper demonstrates that brand mascots are more than advertising glitter designed to cajole consumers. When they become the basis for the collective rallying of organisational members who converge around a tangible manifestation of their firm's unique character, brand mascots operate as organisational totems, helping concretise and reproduce an organisation's identity in a foreign context.

Keywords: anthropology; brand mascot; branding; organisational symbolism; organisational theory

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/0267257X.2012.759991

Affiliations: Nanyang Business School, Singapore and Euromed Management, France

Publication date: January 1, 2013

More about this publication?
Related content

Share Content

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more