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The slippery relationship between brand ethic and profit

Introduction: The complex nature of ethics

For the past two decades the concept of ethics has become increasingly connected to the notion of brands, branding, consumers (consumers’ decision making & choice) and consumption both within academia and the business world. The relevance-making of ethics within the marketing sphere seems to be connected to a widespread idea that consumers nowadays, to a larger extent than before, include ethical considerations when evaluating and choosing between different brands.

Consumption of work and the work of consumption

Issue Editors: Ekaterina Chertkovskaya, Rashné Limki and Bernadette Loacker

Work and consumption have always been intertwined, their interaction shaped by social and historical circumstances. The ‘consumer society’ (Baudrillard, 1998/1970) that we arguably live in is often associated with a fading interest in work. On this view, wage labour is seen simply as a way of funding consumption during leisure time (Berger, 1964; Gorz, 1985). However, the boundaries between consumption and work have become increasingly blurred.

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