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
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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 22 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Leveraging Strategic Planning to Navigate Volatile EnvironmentsPeriods of rapid change underscore the importance of Strategic Planning as a managerial lever for decision-making in the face of environmental volatility. This study examines the effect of two strategies implemented by a university as part of the strategic plan devised to respond to the COVID-19 pandemic. Student assessments of brand promise delivery and an updated corporate visual identity (CVI) are measured through an online survey (n = 288). Brand promise delivery has a substantive effect on the university’s reputation and brand advocacy, in both cases mediated by brand image and student satisfaction. The new CVI positively moderates the relationship between brand promise delivery and brand image. By focusing on the impact of two marketing strategies, the study illustrates the cyclical nature of the Strategic Planning process, and how successive cycles of planning can benefit from the knowledge gained through empirical research. Managerial applications are suggested. ©The authors ©Springer.8 - 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 farmaciasEl 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.16 6 - 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.1Scopus© Citations 66 36 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, A Research Agenda for Brand Management in a New Era of ConsumerismTracking the seismic shifts in consumerism over time, this cutting-edge Research Agenda provides a theoretical and methodological roadmap of brand management research in the third age of consumption. Leading experts and pioneers of key concepts in brand management give insights into the exponential growth of the field and identify promising directions for future investigation. ©The authors © Edward Elgar Publishing.44 - 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 forwardThe 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.31 10 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Finally Back to Campus? Motivations for Facemask Adoption in the Higher Education SectorThe COVID-19 pandemic caused an unprecedented crisis in the higher education sector through campuses closing worldwide. To contain the disease, authorities required their citizens to wear facemasks in public spaces. As universities return to in-person instruction, they will probably require all students to wear facemasks while on-campus. This study examined antecedents of voluntary adoption of facemasks through a survey of students enrolled in Mexico City universities in the Fall of 2020. It was hypothesized that Social Value Orientation (SVO) and Trust would be positively related to facemask adoption. Findings revealed that among students, wearing a facemask reflects distinct conducts depending on the social context. Regression results show that SVO and Trust significantly predict facemask use but only in some contexts, giving partial support to hypotheses. A key implication is that public health communications should avoid general messages recommending facemasks, and craft more nuanced appeals targeting specific social contexts. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.2 16 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Delivering the Brand Promise Through Gig Workers: Internal Brand Management in Ride-Hailing PlatformsThis paper explores the intersection of Internal Brand Management (IBM) and the Sharing Economy, specifically how platform organizations ensure brand-aligned service while relying on gig workers. Basic IBM relationships are examined for continued validity in two ride-hailing platforms. Potential moderators are explored, including electronic performance monitoring, qualitative job insecurity, and platform fairness. Findings reveal that IBM relationships persist, offering a scalable solution for consistent brand delivery. Moderating effects are identified, offering insights for platform managers and prompting avenues for future research. With growth of the gig economy, understanding the adaptability of IBM in platform contexts is crucial for brand success. ©The authors ©Services Marketing Quarterly ©Taylor & Francis Group.15 2