The Power of Devotion: The Warm Embrace of Brand Control
Abstract Title: The Power of Devotion: The Warm Embrace of Brand Control Authors: Axel Fredlund and Johannes Gustavsson Supervisor: John Murray Course: BUSN49, Degree Project in Master’s Programme, Managing People, Knowledge and Change, 15 ECTS Purpose: This thesis aimed to explore how subjects of brand-centered control perform emotional labour. The focus of our study is how brand-centered
