Victoria's Secret Symbolic Communication : Exploring the Connections Between Brand Images, Organizational Identification, and Job Satisfaction
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Blunt, Courtney
Hunter, Natalie
Salentine, Angela
Cantwell, Elizabeth
Schumacher, Lindsey
Severson, Sara
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Abstract
The effect of advertising on consumer attitudes and behavior has been studied (Yaniv & Farkas, 2005), but less is known about how advertising may impact employees. This study examined associations between the symbolic communication of Victoria's Secret, employee perceptions of similarities with representative models used in brand advertising, and important individual and organizational outcomes.
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Color poster with text, images, and graphs.
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University of Wisconsin--Eau Claire Office of Research and Sponsored Programs.