Murillo, Enrique
Main Affiliation
Preferred name
Murillo, Enrique
Official Name
Murillo Othón, Enrique Martín
ORCID
0000-0002-1082-4295
Researcher ID
D-9169-2018
Scopus Author ID
56346512100
18 results
Now showing 1 - 10 of 18
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Item type:Publication, A Research Agenda for Brand Management in a New Era of Consumerism(Edward Elgar Publishing, 2023); - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Industrial brand equity: a systematic literature review and directions for future research(Informa UK Limited, Taylor & Francis Group, 2024); The importance of industrial brand equity in the business-to-business (B2B) marketplace has seen a considerable surge in the last decade, emphasizing its crucial role in shaping competitive advantages and fostering long-term relationships within industries. However, while research has thoroughly explored the concept of brand equity in the business-to-consumer (B2C) context and its various dimensions and implications for consumer behavior, research on industrial brand equity is still recent, with many aspects remaining underexplored and lacking comprehensive theoretical grounding. To advance this emerging and important domain, bibliometric analyses and the ‘Theory-Context-Characteristics-Methodology’ (TCCM) framework were applied as part of the systematic literature review. Overall, 64 articles from the Web of Science database, published between 2010 and 2023, were thoroughly reviewed and analyzed. The study offers a unifying overview of existing findings on industrial brand equity, systematically highlighting the most prominent theoretical perspectives, variables such as antecedents, mediators, moderators, and outcomes, as well as various contexts and research methods that have been employed in this area. Furthermore, it provides a future roadmap aimed at stimulating further studies on industrial brand equity, addressing gaps, and proposing new directions for research. Also provided are managerial implications suggested by the findings of this research. ©The authors ©Informa UK Limited ©Taylor & Francis Group. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Branding interno en organizaciones de comercio minorista: un estudio en una cadena de farmacias(Universidad de Guadalajara, 2020)El objetivo del artículo es introducir el concepto de branding interno en la literatura organizacional publicada en México, distinguiéndolo de conceptos relacionados como el marketing interno y el branding del empleador. El método consistió en la estimación de un modelo de ecuaciones estructurales usando Mínimos Cuadrados Parciales con una muestra de 310 encuestas de empleados de una cadena grande de farmacias. Los resultados muestran una relación positiva entre el ajuste con los valores de marca de los empleados y su satisfacción laboral, intención de permanencia y conducta alineada con la marca. El hallazgo principal es que el branding interno rebasa el ámbito exclusivo del marketing e incide también en objetivos tradicionales de recursos humanos, como la satisfacción e intención de permanencia de los colaboradores. ©El autor © Universidad de Guadalajara ©Mercados y Negocios. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The coming of age of internal brand management research: looking back to look forward(Edward Elgar Publishing, 2023); Xiong, LinaThe literature on internal brand management (IBM) has accumulated over 240 Scopus-indexed articles in the last two decades since the first seminal studies. This chapter undertakes a systematic literature review complemented with a bibliometric cluster analysis to highlight the studies with the most impact, the dominant themes, as well as the authors driving this emerging research phenomenon. The analysis provides a roadmap of the theories, methods and contexts that have been used in past studies and proposes a number of meaningful and relevant contemporary research avenues. As IBM research matures with increasingly repetitive studies, future investigations are encouraged to emphasize more actionable and meaningful research topics for academia and businesses, as well as to develop strong theoretical underpinnings and diverse research methods to break new ground. ©The authors © Edward Elgar Publishing. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Introducing A Research Agenda for Brand Management in a New Era of Consumerism(Edward Elgar Publishing, 2023); King, CeridwynScholarly research in brand management has experienced exponential growth in the two decades since the turn of the century. This is largely driven by seismic shifts in the consumer landscape. A new era of consumerism has emerged in which value is defined by experiences, relationships, and algorithms. Accordingly, a new imperative is warranted, one that can aptly be summarized by the motto ‘Live Large-Carry Little’. While today’s consumers still demand enjoyment, convenience and enrichment, they are far less interested in owning ‘things’. Organizations and brand managers are thus challenged to make sure that what defines their brands’ value proposition is meaningful and relevant to today’s consumers. This volume provides an up-to-date overview of the extensive field of brand management research, including key foundational topics and several novel theoretical perspectives. Chapters are authored by leading international scholars, all subject-matter experts. This Introduction provides a detailed review of all book chapters. ©The authors © Edward Elgar Publishing. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, 2 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Looking Back at 2022: A Recovery or a Protracted Crisis?(Palgrave Macmillan, Cham, 2023); The year 2022 was a turbulent time for the global economy because of the cumulative impact of the war in Ukraine, rapid spread of COVID-19 Omicron, record-breaking heat waves, and other macroeconomic shocks. The adverse situation was reflected in many industries, as operations were hampered by employee absenteeism, supply chain disruptions, and inflation. Inflation is seen as the most severe long-lasting damage from the pandemic together with the recessionary interest rate hikes central banks have implemented to control it. Inflation is analyzed as mainly a supply-side problem, caused by supply chain disruptions and companies that went out of business during the lockdowns. As a consequence, high interest rates have so far failed to dampen inflation, but have negatively impacted investment, consumption, tax collection, and public debt payment issues for several countries. This Introduction also includes a commentary of all chapters in this volume. ©The authors ©Palgrave Macmillan, Cham.5 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Reimagining attraction and retention of hospitality management talent– A multilevel identity perspective(2021); Baum, TomThrough the lens of hospitality, an industry with chronic retention issues, this article seeks to stimulate reflection on labor-intensive industries and how we can reimagine their responses to an evolving labor market environment when seeking to attract and retain management talent. Drawing on identity economics, whereby employees’ identity utility is an important incentive in employment decision-making, the necessity for a multilevel perspective of identity formation is advanced. Positing that employees’ work identity is informed by individual (micro), organizational (meso), and professional (macro) level factors, this perspective illuminates the important role that macro level stakeholders play in employee identity formation, particularly in the hospitality industry. Further, it emphasizes the interconnectedness of levels in shaping an employee's identity and career decisions. Through a series of research questions, a line of inquiry is articulated for the purpose of addressing the challenges of attracting and retaining management talent from a holistic identity formation perspective. © 2021 Elsevier Inc.Scopus© Citations 39 20 1 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors(2024); ; 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 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, 11