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

Murillo, Enrique; Sádaba, Teresa; Mir Bernal, Pedro; Terán-Bustamante, Antonia; López-Sánchez, Oziel

doi:10.32870/myn.vi52.7718

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

Journal

Mercados y Negocios

ISSN

1665-7039

2594-0163

Date Issued

2024

Author(s)

Sádaba, Teresa

Mir Bernal, Pedro

López-Sánchez, Oziel

Type

Resource Types::text::journal::journal article

DOI

10.32870/myn.vi52.7718

URL

https://scripta.up.edu.mx/handle/20.500.12552/10770

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