Branding (Dis)enchantment: Exploring employer brand communications and the lived experience of employees in UK fast fashion retail.
Abstract
This thesis seeks to understand the ‘work’ that brand discourse does within the employer-employee nexus in the UK fast fashion retail sector, examining both the production of a brand discourse by the organisation, and the consumption of that discourse by shopfloor employees.
Fields of Study & Subjects
Employer Branding and e-HRM
Management and Organizational Studies
Consumer Behavior in Brand Consumption and Identification
Publication details
- Journal / source
- University of Liverpool
- Publication date
- 12 February 2026
- Language
- EN