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...
| Autores: | , , , , |
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| Formato: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2024 |
| País: | México |
| Recursos: | UNIVERSIDAD DE GUADALAJARA |
| Repositorio: | Mercados y Negocios |
| Idioma: | inglés |
| OAI Identifier: | oai:ojs.148.202.248.171:article/7718 |
| Acesso em linha: | http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7718 |
| Access Level: | acceso abierto |
| Palavra-chave: | English internal branding brand ambassadors salesperson brand identification frontline employees fashion brands competitiveness |
| Resumo: | 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. |
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