Dr James Freund

Lecturer

Research Interests

My research into brand psychodynamics explores how stakeholders relate to organizational personae.

The public face of a corporation created by managers and paid agencies is often dramatically different to images of the corporation created by critics and protestors. These conflicting images reveal the corporate ego and the corporate unconscious respectively (i.e. what facts and ideas about itself the corporation is promoting and repressing).

This research investigates how organizations and individuals struggle to cope with (the threat of) interconnected macro-structural processes - especially financialization, climate change, oil depletion, and Gaia. It explores psychic and cultural dynamics of power, existential fear management, and eschatology.

I am supervising 2 PhDs: Erik Jacobi who is studying how markets are created via an ethnography of a London advertising agency, and Mariana Zerbin who is exploring how advertising creatives feel and think about the effects of their work.

Revenge of the brand monsters: how Goldman Sachs doppelganger turned monstrous
Freund, J., Jacobi, E. 2013 In: Journal of Marketing Management. 29, 1-2, p. 175-194. 20 p.
Journal article

Sustainable consumption: opportunities for consumer research and public policy
Prothero, A., Dobscha, S., Freund, J., Kilbourne, W.E., Luchs, M., Ozanne, L., Thogersen, J. 2011 In: Journal of Public Policy and Marketing. 30, 1, p. 31-38. 8 p.
Journal article

How research into consumer brand attitudes led to the creation of the O2 brand
Freund, J. 2009 In: Consumer Behaviour: A European Perspective. London and New York : Pearson Higher Education p. 361-366. 6 p. ISBN: 9780273717263.
Chapter

Power and being: the roots of (un)sustainable progress
Freund, J. 2009 In: Third International Conference of the International Society for the Study of Religion, Nature and Culture (Amsterdam) - 2009.
Conference contribution