Camouflaging Controversy: Exploring Citizens’ Understanding of Public Branding through a Case Study of the German Armed Forces
This study aims to comprehend how German citizens’ understanding of public organizations’ branding, as exemplified by the Bundeswehr, shapes their conception of these organizations. Using a qualitative research methodology, semi-structured interviews supported by photo-elicitation were conducted with German citizens of different demographic groups to better understand public opinion. The study ide