Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors
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 driv...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad de Guadalajara
2024-05-01
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| Series: | Mercados y Negocios |
| Subjects: | |
| Online Access: | https://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7718 |
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