Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors

Autores/as

DOI:

https://doi.org/10.32870/myn.vi52.7718

Palabras clave:

English

Resumen

This research aims to empirically examine the internal branding processes implemented by a global sports fashion firm to turn all employees into competent brand ambassadors. Brand-oriented training was hypothesized as an antecedent of salesperson brand identification and brand commitment, which drive brand-aligned behavior, the critical trait of employee brand ambassadors. These hypotheses were tested by surveying 141 corporate and retail employees of a global sportswear fashion brand's regional operations in Mexico. The principal conclusion is that brand-oriented training proves a significant driver of salesperson brand identification. Furthermore, brand identification drives brand commitment and brand-aligned behavior among all company employees, not just salespersons.

Biografía del autor/a

Enrique Murillo, Universidad Panamericana

Profesor Investigador de Tiempo Completo Facultad de Ciencias Económicas y Empresariales

Citas

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Publicado

2024-05-01

Cómo citar

Murillo, E., Sádaba, T., Mir-Bernal, P., Terán-Bustamante, A., & López-Sánchez, O. (2024). Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors. Mercados Y Negocios, (52), 3–30. https://doi.org/10.32870/myn.vi52.7718