Brand value: how affective labour helps create brands

Carah, Nicholas (2014) Brand value: how affective labour helps create brands. Consumption, Markets and Culture, 17 3-4: 346-366. doi:10.1080/10253866.2013.847435

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Author Carah, Nicholas
Title Brand value: how affective labour helps create brands
Journal name Consumption, Markets and Culture   Check publisher's open access policy
ISSN 1025-3866
Publication date 2014
Year available 2013
Sub-type Article (original research)
DOI 10.1080/10253866.2013.847435
Open Access Status File (Author Post-print)
Volume 17
Issue 3-4
Start page 346
End page 366
Total pages 21
Place of publication Milton Park, Abingdon, Oxon, United Kingdom
Publisher Routledge
Collection year 2014
Language eng
Formatted abstract
One way brands create value is by engaging the capacity of cultural labourers to animate affective connections with consumers. Brands assemble social spaces that harness the communicative capacities of cultural actors. A mode of branding that works by managing an open-ended social process depends on affective labour. Affective labour involves not only the capacity of individuals to produce specific meanings and feelings, but also the open-endedly social capacity to stimulate and channel attention and recognition. This affective labour does not always depend on making particular “authentic” representations, but on facilitating a general circulation of meaning. By investing in social spaces and relations corporate brands engage popular musicians in new forms of labour. This article examines the participation of popular musicians in branding programmes run in Australia by corporate brands between 2005 and 2010. I examine the accounts of musicians and managers who participate in these programmes to consider how they make their participation in social relations that create brand value meaningful. They employ a variety of practices: identifying with brands, endorsing brands' claims of socially responsible investment in culture, and distancing themselves from their own participation in branded space.
Keyword Brands
Popular music
Affective labour
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes Published online: 09 Oct 2013 This is an Accepted Manuscript of an article published by Taylor & Francis Group in Consumption, Markets and Culture on 9 October 2013, available online at:

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2014 Collection
School of Communication and Arts Publications
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Citation counts: TR Web of Science Citation Count  Cited 2 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 5 times in Scopus Article | Citations
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Created: Fri, 11 Oct 2013, 09:08:53 EST by Dr Nicholas Carah on behalf of School of Journalism and Communication