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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Bibliographic Details
Published in:Mercados y Negocios 2024-08, Vol.25 (52), p.3-30
Main Authors: Murillo, Enrique, Sádaba, Teresa, Mir-Bernal, Pedro, Terán-Bustamante, Antonia, López-Sánchez, Oziel
Format: Article
Language:eng ; por
Subjects:
brand ambassadors
Branding interno
Business
Business, Finance
competitiveness
competitividad
embajadores de marca
empleados de primera línea
fashion brands
front
identificación de marca del vendedor
Internal branding
line employees
marcas de moda
salesperson brand identification
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Summary: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
ISSN:1665-7039
2594-0163
2594-0163
DOI:10.32870/myn.vi52.7718