Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors

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.

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Main Authors: Murillo,Enrique, Sádaba,Teresa, Mir-Bernal,Pedro, Terán-Bustamante,Antonia, López-Sánchez,Oziel
Format: Digital revista
Language:English
Published: Universidad de Guadalajara, Centro Universitario de Ciencias Económico Administrativas 2024
Online Access:http://www.scielo.org.mx/scielo.php?script=sci_arttext&pid=S2594-01632024000200003
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spelling oai:scielo:S2594-016320240002000032024-06-06Internal Branding Processes in a Fashion Organization: Turning Employees into Brand AmbassadorsMurillo,EnriqueSádaba,TeresaMir-Bernal,PedroTerán-Bustamante,AntoniaLópez-Sánchez,Oziel Internal branding brand ambassadors salesperson brand identification front-line employees fashion brands competitiveness M370 M540 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.info:eu-repo/semantics/openAccessUniversidad de Guadalajara, Centro Universitario de Ciencias Económico AdministrativasMercados y negocios v.25 n.52 20242024-08-01info:eu-repo/semantics/articletext/htmlhttp://www.scielo.org.mx/scielo.php?script=sci_arttext&pid=S2594-01632024000200003en10.32870/myn.vi52.7718
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country México
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region America del Norte
libraryname SciELO
language English
format Digital
author Murillo,Enrique
Sádaba,Teresa
Mir-Bernal,Pedro
Terán-Bustamante,Antonia
López-Sánchez,Oziel
spellingShingle Murillo,Enrique
Sádaba,Teresa
Mir-Bernal,Pedro
Terán-Bustamante,Antonia
López-Sánchez,Oziel
Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors
author_facet Murillo,Enrique
Sádaba,Teresa
Mir-Bernal,Pedro
Terán-Bustamante,Antonia
López-Sánchez,Oziel
author_sort Murillo,Enrique
title 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_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_sort internal branding processes in a fashion organization: turning employees into brand ambassadors
description 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.
publisher Universidad de Guadalajara, Centro Universitario de Ciencias Económico Administrativas
publishDate 2024
url http://www.scielo.org.mx/scielo.php?script=sci_arttext&pid=S2594-01632024000200003
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AT mirbernalpedro internalbrandingprocessesinafashionorganizationturningemployeesintobrandambassadors
AT teranbustamanteantonia internalbrandingprocessesinafashionorganizationturningemployeesintobrandambassadors
AT lopezsanchezoziel internalbrandingprocessesinafashionorganizationturningemployeesintobrandambassadors
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