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Author: search.filters.author.Sádaba, Teresa

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    Item type:Publication,
    Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors
    (2024)
    ;
    Sádaba, Teresa
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    Mir Bernal, Pedro
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    López-Sánchez, Oziel
    <jats:p>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</jats:p>
    Scopus© Citations 1  11
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    Vestir para ganar: moda y campañas electorales en América Latina
    (Universidad Panamericana, Escuela de Comunicación, 2023)
    Sádaba, Teresa
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    Ambás Sosa, Gabriela
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    Universidad Panamericana. Campus Ciudad de México. Escuela de Comunicación
    The digital revolution has strongly erupted into the election campaigns and changed the traditional ways of political communication by inserting new actors that take away the leading role in the political parties as the main characters. Therefore, contemporary campaigns are created by anonymous citizens in social media or organized groups on behalf of a specific cause. This paper focuses on a new factor in political campaigns – fashion – and studies three cases of Latin American campaigns where fashion has had a relevant role. The article develops a theoretical framework that explores the main relations between fashion and politics, with its symbolic and communicative power. From there we explore, through case studies, two areas in which fashion plays an important role in campaigns: 1) the symbolism of fashion, as seen with the lack of tie in Gabriel Boric’s attire and Guillermo Lasso’s red tennis shoes, and 2) the use of influence and fashion influencers, as seen with Mariana Rodríguez – top in- fluencer and wife to Governor Samuel García – and her role during his election campaign.
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