{"id":"https://openalex.org/W2252889360","doi":null,"title":"The Narrated Brand: An Exploration into how Employee Narratives Construct the Brand of a Large Service Organisation","display_name":"The Narrated Brand: An Exploration into how Employee Narratives Construct the Brand of a Large Service Organisation","publication_year":2010,"publication_date":"2010-01-01","ids":{"openalex":"https://openalex.org/W2252889360","mag":"2252889360"},"language":"en","primary_location":{"id":"pmh:oai:researchspace.auckland.ac.nz:2292/8306","doi":null,"is_oa":false,"landing_page_url":"https://hdl.handle.net/2292/8306","pdf_url":null,"source":{"id":"https://openalex.org/S7407055463","display_name":"ResearchSpace (University of Auckland)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I154130895","host_organization_name":"University of Auckland","host_organization_lineage":["https://openalex.org/I154130895"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"Thesis"},"volume":null,"type":"dissertation","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5028710135","display_name":"Sandra D. Smith","orcid":"https://orcid.org/0000-0001-5839-6771","observed_orcids":["https://orcid.org/0000-0001-5839-6771"]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"Smith, Sandra","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":["https://openalex.org/A5028710135"],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":null,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":null,"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.6226000189781189,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.6226000189781189,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10154","display_name":"Customer Service Quality and Loyalty","score":0.07479999959468842,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.06700000166893005,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/brand-building","display_name":"brand building","score":0.7239999771118164},{"id":"https://openalex.org/keywords/employee-narratives","display_name":"employee narratives","score":0.9610000252723694},{"id":"https://openalex.org/keywords/service-branding","display_name":"service branding","score":0.6980000138282776},{"id":"https://openalex.org/keywords/service-dominant-logic","display_name":"service-dominant logic","score":0.8980000019073486},{"id":"https://openalex.org/keywords/relationship-marketing","display_name":"relationship marketing","score":0.8560000061988831},{"id":"https://openalex.org/keywords/experiential-marketing","display_name":"experiential marketing","score":0.9929999709129333},{"id":"https://openalex.org/keywords/brand-identity","display_name":"brand identity","score":0.6439999938011169},{"id":"https://openalex.org/keywords/co-creation","display_name":"co-creation","score":0.6000000238418579}],"concepts":[{"id":"https://openalex.org/C2780801425","wikidata":"https://www.wikidata.org/wiki/Q5164392","display_name":"Construct (python library)","level":2,"score":0.767103910446167},{"id":"https://openalex.org/C199033989","wikidata":"https://www.wikidata.org/wiki/Q1318295","display_name":"Narrative","level":2,"score":0.6717610359191895},{"id":"https://openalex.org/C2780378061","wikidata":"https://www.wikidata.org/wiki/Q25351891","display_name":"Service (business)","level":2,"score":0.5599983930587769},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.454046368598938},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.4529283940792084},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.3856765031814575},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.36353522539138794},{"id":"https://openalex.org/C127413603","wikidata":"https://www.wikidata.org/wiki/Q11023","display_name":"Engineering","level":0,"score":0.32414889335632324},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.24286788702011108},{"id":"https://openalex.org/C142362112","wikidata":"https://www.wikidata.org/wiki/Q735","display_name":"Art","level":0,"score":0.18994906544685364},{"id":"https://openalex.org/C124952713","wikidata":"https://www.wikidata.org/wiki/Q8242","display_name":"Literature","level":1,"score":0.09244692325592041},{"id":"https://openalex.org/C199360897","wikidata":"https://www.wikidata.org/wiki/Q9143","display_name":"Programming language","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"pmh:oai:researchspace.auckland.ac.nz:2292/8306","doi":null,"is_oa":false,"landing_page_url":"https://hdl.handle.net/2292/8306","pdf_url":null,"source":{"id":"https://openalex.org/S7407055463","display_name":"ResearchSpace (University of Auckland)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I154130895","host_organization_name":"University of Auckland","host_organization_lineage":["https://openalex.org/I154130895"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"Thesis"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":179,"referenced_works":["https://openalex.org/W130246969","https://openalex.org/W256767295","https://openalex.org/W569796103","https://openalex.org/W583583424","https://openalex.org/W608245444","https://openalex.org/W1208217524","https://openalex.org/W1491168648","https://openalex.org/W1496157279","https://openalex.org/W1499061017","https://openalex.org/W1518043063","https://openalex.org/W1527311855","https://openalex.org/W1528431688","https://openalex.org/W1530487374","https://openalex.org/W1574655732","https://openalex.org/W1603088519","https://openalex.org/W1895438151","https://openalex.org/W1936440459","https://openalex.org/W1937155619","https://openalex.org/W1964555080","https://openalex.org/W1964647861","https://openalex.org/W1965531513","https://openalex.org/W1967058415","https://openalex.org/W1967095983","https://openalex.org/W1968166918","https://openalex.org/W1968912519","https://openalex.org/W1970365581","https://openalex.org/W1970891233","https://openalex.org/W1972572787","https://openalex.org/W1973255771","https://openalex.org/W1974802372","https://openalex.org/W1975121623","https://openalex.org/W1977201952","https://openalex.org/W1978707393","https://openalex.org/W1979241519","https://openalex.org/W1979717988","https://openalex.org/W1980065666","https://openalex.org/W1980225821","https://openalex.org/W1980310543","https://openalex.org/W1980554019","https://openalex.org/W1982131363","https://openalex.org/W1982684880","https://openalex.org/W1984804982","https://openalex.org/W1985019379","https://openalex.org/W1986783792","https://openalex.org/W1987986797","https://openalex.org/W1989516431","https://openalex.org/W1992375703","https://openalex.org/W1992589261","https://openalex.org/W1993171100","https://openalex.org/W1994312943","https://openalex.org/W1994323678","https://openalex.org/W1994597455","https://openalex.org/W1997960996","https://openalex.org/W1998483232","https://openalex.org/W2001457561","https://openalex.org/W2001984835","https://openalex.org/W2002656340","https://openalex.org/W2003334341","https://openalex.org/W2006342812","https://openalex.org/W2009115396","https://openalex.org/W2009292609","https://openalex.org/W2011290617","https://openalex.org/W2013493648","https://openalex.org/W2016813894","https://openalex.org/W2017465117","https://openalex.org/W2017640419","https://openalex.org/W2018133505","https://openalex.org/W2020026824","https://openalex.org/W2023202077","https://openalex.org/W2023934905","https://openalex.org/W2024519738","https://openalex.org/W2026436739","https://openalex.org/W2027597802","https://openalex.org/W2027719129","https://openalex.org/W2028220929","https://openalex.org/W2029304960","https://openalex.org/W2029628623","https://openalex.org/W2029750302","https://openalex.org/W2034260616","https://openalex.org/W2034446491","https://openalex.org/W2037054152","https://openalex.org/W2037955438","https://openalex.org/W2039978813","https://openalex.org/W2040332982","https://openalex.org/W2040427455","https://openalex.org/W2040954868","https://openalex.org/W2041811823","https://openalex.org/W2043307255","https://openalex.org/W2045741259","https://openalex.org/W2047180361","https://openalex.org/W2047734867","https://openalex.org/W2048062276","https://openalex.org/W2049362416","https://openalex.org/W2050401924","https://openalex.org/W2051533288","https://openalex.org/W2052779143","https://openalex.org/W2054347393","https://openalex.org/W2054454808","https://openalex.org/W2059918681","https://openalex.org/W2060587359","https://openalex.org/W2065404242","https://openalex.org/W2067713849","https://openalex.org/W2068628842","https://openalex.org/W2069008056","https://openalex.org/W2070232523","https://openalex.org/W2073733140","https://openalex.org/W2073884306","https://openalex.org/W2076765092","https://openalex.org/W2077779266","https://openalex.org/W2083736532","https://openalex.org/W2085777876","https://openalex.org/W2087585823","https://openalex.org/W2088155153","https://openalex.org/W2088383879","https://openalex.org/W2090935856","https://openalex.org/W2095509133","https://openalex.org/W2096010043","https://openalex.org/W2096435648","https://openalex.org/W2102097552","https://openalex.org/W2104974601","https://openalex.org/W2106032704","https://openalex.org/W2106790611","https://openalex.org/W2106888289","https://openalex.org/W2110490153","https://openalex.org/W2111771113","https://openalex.org/W2113136459","https://openalex.org/W2117356399","https://openalex.org/W2118458863","https://openalex.org/W2118882740","https://openalex.org/W2122910380","https://openalex.org/W2124405828","https://openalex.org/W2124891440","https://openalex.org/W2125706233","https://openalex.org/W2126840412","https://openalex.org/W2131305585","https://openalex.org/W2131972157","https://openalex.org/W2132663861","https://openalex.org/W2133187976","https://openalex.org/W2134838115","https://openalex.org/W2135526934","https://openalex.org/W2135583295","https://openalex.org/W2136154044","https://openalex.org/W2137373608","https://openalex.org/W2139718484","https://openalex.org/W2140497364","https://openalex.org/W2140608320","https://openalex.org/W2144908041","https://openalex.org/W2145208187","https://openalex.org/W2147372132","https://openalex.org/W2148277253","https://openalex.org/W2148757405","https://openalex.org/W2150389390","https://openalex.org/W2151288576","https://openalex.org/W2152228036","https://openalex.org/W2153302356","https://openalex.org/W2155364569","https://openalex.org/W2157927058","https://openalex.org/W2160069518","https://openalex.org/W2165959786","https://openalex.org/W2168512241","https://openalex.org/W2169730631","https://openalex.org/W2170518204","https://openalex.org/W2174253539","https://openalex.org/W2176933019","https://openalex.org/W2178906723","https://openalex.org/W2186371095","https://openalex.org/W2219761559","https://openalex.org/W2238880807","https://openalex.org/W2335393234","https://openalex.org/W2416419467","https://openalex.org/W2418023972","https://openalex.org/W2476111639","https://openalex.org/W2479756613","https://openalex.org/W2484236802","https://openalex.org/W2487558492","https://openalex.org/W2493973833","https://openalex.org/W2582377764","https://openalex.org/W3149395617","https://openalex.org/W4251801041"],"related_works":["https://openalex.org/W1544125370","https://openalex.org/W1986783792","https://openalex.org/W7167477119","https://openalex.org/W2468857723","https://openalex.org/W3015892334","https://openalex.org/W2163509832","https://openalex.org/W1970594007","https://openalex.org/W2263288948","https://openalex.org/W2890044331","https://openalex.org/W2602755272"],"abstract_inverted_index":{"This":[0,195,254,364],"research":[1,478],"grew":[2],"out":[3],"of":[4,18,32,68,145,151,211,231,235,279,290,347,356,382,394,426,430,482],"a":[5,80,94,128,152,158,178,199,208,228,245,287,319,357,371,379,387,418,465,472],"response":[6],"to":[7,14,22,55,114,167,172,219,408,414,464,486],"Gummesson's":[8],"(1998)":[9],"view":[10,346,381],"that":[11,248,375,391,422],"we":[12],"need":[13],"challenge":[15,40],"traditional":[16,42],"views":[17,278],"marketing.":[19],"Views":[20],"linked":[21],"relational":[23],"marketing,":[24],"service-dominant":[25,81],"logic,":[26],"and":[27,64,85,101,133,161,185,188,193,203,259,273,323,417,441,489],"experiential":[28],"marketing":[29,38,401],"represent":[30],"some":[31],"the":[33,41,49,90,108,116,143,149,183,224,232,236,267,277,291,315,326,333,348,354,383,392,400,409,415,424,427,431,452,480,483],"main":[34,242,369],"paradigm":[35],"shifts":[36,48],"in":[37,147,181,337,360,374,390,404,406,421],"which":[39,156,270,293,303,325,352],"transactional":[43],"view.":[44],"Within":[45],"these":[46,298],"theoretical":[47,263,372],"term":[50],"'brand',":[51],"already":[52,72],"ubiquitous":[53],"due":[54],"its":[56,169,173],"long":[57],"history":[58],"(Stern":[59],"2006),":[60],"has":[61,157],"been":[62,73],"recast":[63],"enlarged.":[65],"The":[66,122,241,311],"importance":[67],"service":[69,154],"branding":[70,300],"had":[71],"established":[74],"by":[75,226,276,297,308,457],"Berry":[76],"(2000).":[77],"Then":[78],"within":[79,399],"logic":[82],"framing":[83],"(Vargo":[84],"Lusch":[86],"2004a;":[87],"2004b;":[88],"2008),":[89],"brand":[91,109,123,150,160,170,225,233,247,292,313,316,330,335,350,410,432,454,484],"was":[92,218],"given":[93],"central":[95],"relational,":[96],"co-creational":[97],"role":[98],"(Brodie,":[99],"Glynn":[100],"Little":[102],"2006).":[103,135],"In":[104,136,282],"an":[105,341],"experience":[106,119,144,234,351,485],"economy":[107],"is":[110,124,249,256,304,397],"enlarged":[111,398],"even":[112],"more":[113],"include":[115],"whole":[117],"consumption":[118],"(Haathi":[120],"2003).":[121],"also":[125],"posited":[126],"as":[127,318,411],"socially":[129],"constructed":[130,223],"text":[131],"(Hatch":[132],"Rubin":[134],"this":[137,338,376,460],"study":[138,377],"I":[139,176,261,285],"have":[140],"focused":[141],"on":[142,163],"employees":[146,222],"constructing":[148],"large":[153],"organisation":[155],"strong":[159],"relies":[162],"employee":[164,384],"'buy":[165],"in'":[166],"fulfill":[168],"promises":[171],"customer":[174],"base.":[175],"used":[177],"narrative":[179,288,358,395],"approach":[180,359],"designing":[182],"study,":[184,461,470],"then":[186],"generating":[187],"analysing":[189],"data":[190],"(both":[191],"verbal":[192],"visual).":[194],"method,":[196],"combined":[197],"with":[198],"three-phase":[200],"focus":[201],"group":[202],"individual":[204],"interview":[205],"design,":[206],"created":[207],"rich":[209,473],"picture":[210,230],"one":[212,373,389,420],"particular":[213],"organisational":[214],"context.":[215],"My":[216],"aim":[217],"explore":[220],"how":[221,438],"revealing":[227],"complex":[229,380,453],"participants":[237],"who":[238],"took":[239],"part.":[240],"findings":[243],"reveal":[244],"multi-faceted":[246],"viewed":[250],"from":[251,266,322],"various":[252,299],"perspectives.":[253],"construction":[255,289,429,481],"contradictory,":[257],"paradoxical,":[258],"complex.":[260],"highlight":[262],"touch":[264],"points":[265],"accepted":[268],"canon":[269],"both":[271],"inform":[272],"are":[274],"informed":[275],"my":[280],"participants.":[281],"doing":[283],"so":[284],"present":[286],"can":[294],"be":[295,445,487],"incorporated":[296],"frameworks":[301],"but":[302],"not":[305],"fully":[306],"explained":[307],"them":[309],"either.":[310],"narrated":[312,334],"reveals":[314,378],"ultimately":[317],"mutable":[320],"mirror":[321],"through":[324],"narrator":[327],"constructs":[328],"her/his":[329],"identity.":[331],"Thus":[332],"revealed":[336],"work":[339],"presents":[340],"unstable":[342],"(Harding":[343],"2007),":[344],"identity-based":[345],"employee's":[349,428],"affirms":[353],"adoption":[355],"such":[361],"qualitative":[362],"research.":[363],"thesis,":[365],"therefore,":[366],"makes":[367],"three":[368],"contributions:":[370],"perceived":[385],"brand;":[386],"methodological":[388],"use":[393],"analysis":[396],"discipline,":[402],"and,":[403],"particular,":[405],"relation":[407],"it":[412],"pertains":[413],"employee;":[416],"managerial":[419],"unveiling":[423],"complexity":[425],"may":[433,444],"help":[434],"organisations":[435],"better":[436],"understand":[437],"current":[439],"models":[440],"systems":[442],"(which":[443],"either":[446],"simple":[447],"or":[448],"complicated)":[449],"map":[450],"onto":[451],"realities":[455],"experienced":[456],"employees.":[458],"Finally,":[459],"though":[462],"limited":[463],"qualitative,":[466],"single":[467],"embedded":[468],"case":[469],"provides":[471],"way":[474],"ahead":[475],"for":[476],"further":[477],"into":[479],"conducted":[488],"extended.":[490]},"counts_by_year":[],"updated_date":"2026-10-16T09:59:22.235173","created_date":"2025-10-10T00:00:00"}