Bertilsson, J., & Rennstam, J. (2018). The destructive side of branding: A heuristic model for analyzing the value of branding practice. Organization, 25(2), 260–281.

Critical review of branding's spillovers

Carah, N., Brodmerkel, S., & Hernandez, L. (2014). Brands and sociality: Alcohol branding, drinking culture and Facebook. Convergence, 20(3), 259–275. 

Example of how brands can reinforce harmful behavior

Holt, D. B. (2012). Constructing Sustainable Consumption: From Ethical Values to the Cultural Transformation of Unsustainable Markets. The ANNALS of the American Academy of Political and Social Science, 644(1), 236–255.

Example of contextual ethics

Muhr, S. L., & Rehn, A. (2014). Branding Atrocity: Narrating Dark Sides and Managing Organizational Image. Organization Studies, 35(2), 209–231.

Another example of reframing

Toffoletti, K., & Thorpe, H. (2018). The athletic labour of femininity: The branding and consumption of global celebrity sportswomen on Instagram. Journal of Consumer Culture, 18(2), 298–316.

Representation example