The role of brand commitment in the retail sector : the relation with open innovation

Firm–employee relationships are a prerequisite for customer–firm relationships and, consequently, to organizational success. The development of such relationships can be particularly challenging for retailers because of the complexity of the service component inherent to the environment in which the...

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Authors: Siqueira Junior, José Ribamar, Peña García, Nathalie, ter Horst, Enrique, Molina, Germán, Villamil, Monica
Format: article
Status:Versión aceptada para publicación
Publication Date:2021
Country:Colombia
Institution:Colegio de Estudios Superiores de Administración
Repository:Repositorio CESA
Language:English
OAI Identifier:oai:repository.cesa.edu.co:10726/5058
Online Access:http://hdl.handle.net/10726/5058
https://doi.org/10.3390/joitmc7020154
Access Level:Open access
Keyword:Branding
Front-line employees
Retail
Brand-commitment
Role clarity
Job satisfaction
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spelling The role of brand commitment in the retail sector : the relation with open innovationSiqueira Junior, José RibamarPeña García, Nathalieter Horst, EnriqueMolina, GermánVillamil, MonicaBrandingFront-line employeesRetailBrand-commitmentRole clarityJob satisfactionFirm–employee relationships are a prerequisite for customer–firm relationships and, consequently, to organizational success. The development of such relationships can be particularly challenging for retailers because of the complexity of the service component inherent to the environment in which they usually operate. For this reason, organizations need to align employee behaviors with the corporate brand promise so that they can perform a more active role as brand ambassadors. This issue becomes even more complex for organizations with a presence in foreign markets. This study focuses on how the adoption of in-role branding behavior by front-line employees (FLEs) can be influenced by the level of commitment FLEs display towards the corporate brand and how commitment is consequently influenced by corporate brand identity and corporate brand identity FLES’ perception of their role within the organization. The object of the study was the employees of Falabella, a multinational retailer based in Chile with a strong presence in the Colombian market. Results obtained demonstrate that brand commitment positively and significantly impacts FLE brand-oriented behavior in the retail context examined. More specifically, brand identity and role clarity positively impact brand commitment, leading to a positive impact on FLE brand behavior and job satisfaction. The results of this study offer valuable insight for scholars and practitioners regarding employee brand behavior’s engendering process within a retail environment in an emerging market.https://orcid.org/0000-0001-8210-1742https://orcid.org/0000-0002-6594-5940https://orcid.org/0000-0001-5153-1475https://orcid.org/0000-0003-4693-6907https://www.scopus.com/authid/detail.uri?authorId=57194709751https://www.scopus.com/authid/detail.uri?authorId=57202849705https://www.scopus.com/authid/detail.uri?authorId=25655619900https://www.scopus.com/authid/detail.uri?authorId=15728099800https://www.scopus.com/authid/detail.uri?authorId=57224951936MDPI AGSiqueira Junior, José Ribamar [0000-0001-8210-1742]Peña García, Nathalie [0000-0002-6594-5940]ter Horst, Enrique [0000-0001-5153-1475]Molina, Germán [0000-0003-4693-6907]Siqueira Junior, José Ribamar [57194709751]Peña García, Nathalie [57202849705]ter Horst, Enrique [25655619900]Molina, Germán [15728099800]Villamil, Monica [57224951936]2023-06-21T22:23:01Z2023-06-21T22:23:01Z2021-06-11articleinfo:eu-repo/semantics/acceptedVersionhttp://purl.org/coar/resource_type/c_2df8fbb1info:eu-repo/semantics/articlehttp://purl.org/redcol/resource_type/ARThttp://purl.org/coar/version/c_71e4c1898caa6e32http://hdl.handle.net/10726/5058instname:Colegio de Estudios Superiores de Administración – CESAreponame:Biblioteca Digital – CESArepourl:https://repository.cesa.edu.co/2199-8531https://doi.org/10.3390/joitmc7020154eng72Journal of Open Innovation: Technology, Market, and Complexityinfo:eu-repo/semantics/openAccessAbierto (Texto Completo)http://purl.org/coar/access_right/c_abf2reponame:Repositorio CESAinstname:Colegio de Estudios Superiores de Administracióninstacron:Colegio de Estudios Superiores de Administración2023-10-03T01:06:47Z
dc.title.none.fl_str_mv The role of brand commitment in the retail sector : the relation with open innovation
title The role of brand commitment in the retail sector : the relation with open innovation
spellingShingle The role of brand commitment in the retail sector : the relation with open innovation
Siqueira Junior, José Ribamar
Branding
Front-line employees
Retail
Brand-commitment
Role clarity
Job satisfaction
title_short The role of brand commitment in the retail sector : the relation with open innovation
title_full The role of brand commitment in the retail sector : the relation with open innovation
title_fullStr The role of brand commitment in the retail sector : the relation with open innovation
title_full_unstemmed The role of brand commitment in the retail sector : the relation with open innovation
title_sort The role of brand commitment in the retail sector : the relation with open innovation
dc.creator.none.fl_str_mv Siqueira Junior, José Ribamar
Peña García, Nathalie
ter Horst, Enrique
Molina, Germán
Villamil, Monica
author Siqueira Junior, José Ribamar
author_facet Siqueira Junior, José Ribamar
Peña García, Nathalie
ter Horst, Enrique
Molina, Germán
Villamil, Monica
author_role author
author2 Peña García, Nathalie
ter Horst, Enrique
Molina, Germán
Villamil, Monica
author2_role author
author
author
author
dc.contributor.none.fl_str_mv Siqueira Junior, José Ribamar [0000-0001-8210-1742]
Peña García, Nathalie [0000-0002-6594-5940]
ter Horst, Enrique [0000-0001-5153-1475]
Molina, Germán [0000-0003-4693-6907]
Siqueira Junior, José Ribamar [57194709751]
Peña García, Nathalie [57202849705]
ter Horst, Enrique [25655619900]
Molina, Germán [15728099800]
Villamil, Monica [57224951936]
dc.subject.none.fl_str_mv Branding
Front-line employees
Retail
Brand-commitment
Role clarity
Job satisfaction
topic Branding
Front-line employees
Retail
Brand-commitment
Role clarity
Job satisfaction
description Firm–employee relationships are a prerequisite for customer–firm relationships and, consequently, to organizational success. The development of such relationships can be particularly challenging for retailers because of the complexity of the service component inherent to the environment in which they usually operate. For this reason, organizations need to align employee behaviors with the corporate brand promise so that they can perform a more active role as brand ambassadors. This issue becomes even more complex for organizations with a presence in foreign markets. This study focuses on how the adoption of in-role branding behavior by front-line employees (FLEs) can be influenced by the level of commitment FLEs display towards the corporate brand and how commitment is consequently influenced by corporate brand identity and corporate brand identity FLES’ perception of their role within the organization. The object of the study was the employees of Falabella, a multinational retailer based in Chile with a strong presence in the Colombian market. Results obtained demonstrate that brand commitment positively and significantly impacts FLE brand-oriented behavior in the retail context examined. More specifically, brand identity and role clarity positively impact brand commitment, leading to a positive impact on FLE brand behavior and job satisfaction. The results of this study offer valuable insight for scholars and practitioners regarding employee brand behavior’s engendering process within a retail environment in an emerging market.
publishDate 2021
dc.date.none.fl_str_mv 2021-06-11
2023-06-21T22:23:01Z
2023-06-21T22:23:01Z
dc.type.none.fl_str_mv article
info:eu-repo/semantics/acceptedVersion
http://purl.org/coar/resource_type/c_2df8fbb1
info:eu-repo/semantics/article
http://purl.org/redcol/resource_type/ART
http://purl.org/coar/version/c_71e4c1898caa6e32
format article
status_str acceptedVersion
dc.identifier.none.fl_str_mv http://hdl.handle.net/10726/5058
instname:Colegio de Estudios Superiores de Administración – CESA
reponame:Biblioteca Digital – CESA
repourl:https://repository.cesa.edu.co/
2199-8531
https://doi.org/10.3390/joitmc7020154
url http://hdl.handle.net/10726/5058
https://doi.org/10.3390/joitmc7020154
identifier_str_mv instname:Colegio de Estudios Superiores de Administración – CESA
reponame:Biblioteca Digital – CESA
repourl:https://repository.cesa.edu.co/
2199-8531
dc.language.none.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 7
2
Journal of Open Innovation: Technology, Market, and Complexity
dc.rights.none.fl_str_mv info:eu-repo/semantics/openAccess
Abierto (Texto Completo)
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eu_rights_str_mv openAccess
rights_invalid_str_mv Abierto (Texto Completo)
http://purl.org/coar/access_right/c_abf2
dc.publisher.none.fl_str_mv MDPI AG
publisher.none.fl_str_mv MDPI AG
dc.source.none.fl_str_mv reponame:Repositorio CESA
instname:Colegio de Estudios Superiores de Administración
instacron:Colegio de Estudios Superiores de Administración
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instacron_str Colegio de Estudios Superiores de Administración
institution Colegio de Estudios Superiores de Administración
reponame_str Repositorio CESA
collection Repositorio CESA
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