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 |
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Universidad de Guadalajara
2024-05-01
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| Series: | Mercados y Negocios |
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| Online Access: | https://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7718 |
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| author | Enrique Murillo Teresa Sádaba Pedro Mir-Bernal Antonia Terán-Bustamante Oziel López-Sánchez |
| author_facet | Enrique Murillo Teresa Sádaba Pedro Mir-Bernal Antonia Terán-Bustamante Oziel López-Sánchez |
| author_sort | Enrique Murillo |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-e75059bf51414b0ea6e000e8ce543903 |
| institution | DOAJ |
| issn | 2594-0163 |
| language | English |
| publishDate | 2024-05-01 |
| publisher | Universidad de Guadalajara |
| record_format | Article |
| series | Mercados y Negocios |
| spelling | doaj-art-e75059bf51414b0ea6e000e8ce5439032025-08-20T03:07:14ZengUniversidad de GuadalajaraMercados y Negocios2594-01632024-05-015233010.32870/myn.vi52.7718582Internal Branding Processes in a Fashion Organization: Turning Employees into Brand AmbassadorsEnrique Murillo0https://orcid.org/0000-0002-1082-4295Teresa Sádaba1https://orcid.org/0000-0002-2441-5724Pedro Mir-Bernal2https://orcid.org/0000-0003-1832-7602Antonia Terán-Bustamante3https://orcid.org/0000-0002-0240-5234Oziel López-Sánchez4https://orcid.org/0009-0007-0250-915XFacultad de Ciencias Económicas y Empresariales, Universidad Panamericana, Mexico CityUniversidad de NavarraUniversidad de NavarraUniversidad PanamericanaInstituto Tecnológico y de Estudios Superiores de MonterreyThis 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.https://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7718internal brandingbrand ambassadorssalesperson brand identificationfrontline employeesfashion brandscompetitiveness |
| spellingShingle | Enrique Murillo Teresa Sádaba Pedro Mir-Bernal Antonia Terán-Bustamante Oziel López-Sánchez Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors Mercados y Negocios internal branding brand ambassadors salesperson brand identification frontline employees fashion brands competitiveness |
| title | Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors |
| title_full | Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors |
| title_fullStr | Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors |
| title_full_unstemmed | Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors |
| title_short | Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors |
| title_sort | internal branding processes in a fashion organization turning employees into brand ambassadors |
| topic | internal branding brand ambassadors salesperson brand identification frontline employees fashion brands competitiveness |
| url | https://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7718 |
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