Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors
ABSTRACT 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.
| Main Authors: | , , , , |
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| Format: | Digital revista |
| Language: | English |
| Published: |
Universidad de Guadalajara, Centro Universitario de Ciencias Económico Administrativas
2024
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| Online Access: | http://www.scielo.org.mx/scielo.php?script=sci_arttext&pid=S2594-01632024000200003 |
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