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Abstract

Apple is the world’s most valuable company and its products – the iPhone, iPad and iPod are symbols of coolness and chic. However, Apple’s brand has been tarnished by growing criticisms over poor working conditions in the Chinese factories that make them, especially Foxconn. Foxconn gained international prominence in 2010 following a mass suicide by 14 employees who leapt to their deaths. Apple argues it is responding to the criticisms by enforcing a code of conduct, conducting its own rigorous audits of supplier factories and allowing independent audits by the Fair Labor Association. However, other labour watch groups remain sceptical.
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... Apple, which started as an underdog brand (Paharia et al., 2011) of modest origins is now the most valuable brand in the world (Elliott, 2013). The brand's meta-narrative also changed from a revolutionary (think the 1984 Super Bowl ad) to a global Goliath with an escalating dark side (McLaughlin and Bridgman, 2013). This dramatic evolution of the brand's popular image (Giesler, 2012) has also filtered into how its consumers perceive the value it brings to their identities. ...
... Apple, which started as an underdog brand (Paharia et al., 2011) of modest origins is now the most valuable brand in the world (Elliott, 2013). The brand's meta-narrative also changed from a revolutionary (think the 1984 Super Bowl ad) to a global Goliath with an escalating dark side (McLaughlin and Bridgman, 2013). This dramatic evolution of the brand's popular image (Giesler, 2012) has also filtered into how its consumers perceive the value it brings to their identities. ...
Polishing Apple: Fair Labour Association gives Foxconn and Apple undue credit for labor rights progress
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How the U.S. lost out on iPhone work
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