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Brands as labour rights advocates? Potential and limits of brand advocacy in global supply chains

Author

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  • Chikako Oka

    (RHUL - Royal Holloway [University of London])

Abstract

There is a growing phenomenon of brand advocacy, where brands pressure a producer country government to take pro-worker actions such as respecting the rights of activists and raising minimum wages. This article examines the potential and limits of brand advocacy by developing a conceptual framework and analysing three recent cases of brand advocacy in Cambodia's garment industry. The study shows that brands' action and influence are shaped by issue salience, mobilization structures, political opportunities/contexts, and resource dependency. This article makes both empirical and theoretical contributions. This is one of the first studies delving into the advocacy role of brands in promoting labour rights and conditions visa -vis government. Moreover, the article develops a testable framework specifying the conditions under which brands are likely to respond, act collectively, and influence government for pro-worker change. It also offers novel insights by applying social movement lenses and casting brands as social movement actors.

Suggested Citation

  • Chikako Oka, 2018. "Brands as labour rights advocates? Potential and limits of brand advocacy in global supply chains," Post-Print hal-02952138, HAL.
    • Handle: RePEc:hal:journl:hal-02952138
    DOI: 10.1111/beer.12172
    Note: View the original document on HAL open archive server: https://hal.science/hal-02952138
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    References listed on IDEAS

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    1. Polaski, Sandra, 2006. "Combining global and local forces: The case of labor rights in Cambodia," World Development, Elsevier, vol. 34(5), pages 919-932, May.
    2. Chikako Oka, 2016. "Improving Working Conditions in Garment Supply Chains: The Role of Unions in Cambodia," British Journal of Industrial Relations, London School of Economics, vol. 54(3), pages 647-672, September.
    3. Gary Gereffi & Joonkoo Lee, 2016. "Economic and Social Upgrading in Global Value Chains and Industrial Clusters: Why Governance Matters," Journal of Business Ethics, Springer, vol. 133(1), pages 25-38, January.
    4. Scott D. Julian & Joseph C. Ofori‐Dankwa & Robert T. Justis, 2008. "Understanding strategic responses to interest group pressures," Strategic Management Journal, Wiley Blackwell, vol. 29(9), pages 963-984, September.
    5. Emily McAteer & Simone Pulver, 2009. "The Corporate Boomerang: Shareholder Transnational Advocacy Networks Targeting Oil Companies in the Ecuadorian Amazon," Global Environmental Politics, MIT Press, vol. 9(1), pages 1-30, February.
    6. Niklas Egels-Zandén & Jeroen Merk, 2014. "Private Regulation and Trade Union Rights: Why Codes of Conduct Have Limited Impact on Trade Union Rights," Journal of Business Ethics, Springer, vol. 123(3), pages 461-473, September.
    7. Amengual, Matthew, 2010. "Complementary Labor Regulation: The Uncoordinated Combination of State and Private Regulators in the Dominican Republic," World Development, Elsevier, vol. 38(3), pages 405-414, March.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Oka, Chikako & Egels-Zandén, Niklas & Alexander, Rachel, 2020. "Buyer engagement and labour conditions in global supply chains: the Bangladesh Accord and beyond," LSE Research Online Documents on Economics 106695, London School of Economics and Political Science, LSE Library.
    2. Annelien Gansemans & Céline Louche & Marijke D'Haese, 2021. "Planting Seeds for Social Dialogue: An Institutional Work Perspective," British Journal of Industrial Relations, London School of Economics, vol. 59(1), pages 84-113, March.
    3. Michele Ford & Michael Gillan & Kristy Ward, 2023. "Beyond the brands: COVID‐19, supply chain governance, and the state–labor nexus," Industrial Relations: A Journal of Economy and Society, Wiley Blackwell, vol. 62(2), pages 172-188, April.
    4. Chikako Oka & Niklas Egels‐Zandén & Rachel Alexander, 2020. "Buyer Engagement and Labour Conditions in Global Supply Chains: The Bangladesh Accord and Beyond," Development and Change, International Institute of Social Studies, vol. 51(5), pages 1306-1330, September.
    5. Ashwin, Sarah & Oka, Chikako & Schüßler, Elke & Alexander, Rachel & Lohmeyer, Nora, 2020. "Spillover effects across transnational industrial relations agreements: the potential and limits of collective action in global supply chains," LSE Research Online Documents on Economics 100997, London School of Economics and Political Science, LSE Library.
    6. Sarah Ashwin & Chikako Oka & Elke Schuessler & Rachel Alexander & Nora Lohmeyer, 2020. "Spillover Effects across Transnational Industrial Relations Agreements: The Potential and Limits of Collective Action in Global Supply Chains," ILR Review, Cornell University, ILR School, vol. 73(4), pages 995-1020, August.
    7. Sarah Ashwin & Chikako Oka & Elke Schüssler & Rachel Alexander & Nora Lohmeyer, 2020. "Spillover Effects Across Transnational Industrial Relations Agreements: The Potential and Limits of Collective Action in Global Supply Chains," Post-Print hal-02952125, HAL.

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