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, Introducing A Research Agenda for Brand Management in a New Era of ConsumerismScholarly 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, 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. - 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. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Industrial brand equity: a systematic literature review and directions for future researchThe 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
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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, Why do employees respond to hospitality talent management : an examination of a Latin American restaurant chain(2019); King, CeridwynPurpose: In consideration that the purpose of talent management is to attract and nurture productive employees for the benefit of the hospitality organization, this study aims to examine why employees respond in such favorable ways. Recognizing beneficial employee behavior advances a hospitality organization through their ability to deliver an experience that aligns with the promoted brand promise, inspiration is drawn from both the strategic human resource management as well as the internal brand management literature. The power of this approach is illustrated through a survey of employees of a Latin American restaurant chain with a long-standing policy of values-based recruiting, inclusive talent management and progressive people management practices. Design/methodology/approach: Informed by literature, employee perception of their relationship with the organization (i.e., relationship orientation) and alignment with the brand’s values (i.e., brand fit) were considered drivers of favorable employee attitudes and behavior as a result of hospitality talent management practices. These were hypothesized to positively influence employee confidence and motivation as reflected in organization-based self-esteem (OBSE) and brand motivation, which in turn drive employee brand-aligned behavior. A survey measured the variables of interest with the same employees over two time periods, matched using employees’ identification code, resulting in 199 complete surveys. The structural model was estimated using partial least squares (PLS). Findings: Relationship orientation and brand fit were significant drivers of OBSE and brand motivation, respectively. In turn, they had a significant effect on employee brand-aligned behavior. Model estimation complied with all PLS quality criteria. Research limitations/implications: Traditional talent management practices that tend to focus on the transactional benefits of the job/career can be strengthened by leveraging strong organizational relationships as well as engagement with the hospitality brand. In turn, employees have the confidence and motivation to exhibit brand-aligned behavior, a path to competitive advantage, which may also act as a buffer helping employees manage the stress of hospitality jobs. Originality/value: Understanding why employees respond favorably to hospitality talent management practices, beyond simply transactional, monetary reasons, is important to designing relevant and timely initiatives that have the potential to enhance organizational performance. © 2019, Emerald Publishing Limited.Scopus© Citations 22 14 1 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Enhancing Brand Understanding Through Brand Training: a Conditional Process Analysis of Recent Hires at an AirlinePurpose – Within internal branding research, the positive association between employee brand training and brand understanding is well established. However, the boundary conditions of this focal relationship have not been researched to date, and insights about the effect of individual differences would be of significant practical value to service organizations. Accordingly, the purpose of this study is to test the moderating effect on the focal relationship of three key individual differences: age, gender, and customer-contact position. RATheoretical framework – The study is grounded on established constructs and relationships from the internal branding literature. Design/methodology/approach – Data were collected at a Latin American airline using a web-based survey. The sample included 225 recently hired employees. The analysis was performed through conditional process models estimated with the PROCESS macro for SPSS. Findings – Age moderates the focal relationship, with older employees displaying a weaker impact of brand training on brand understanding, which becomes non-significant after the age of 50. For gender, the moderating effect was not significant. Contact position had a significant negative effect on the focal relationship, i.e. brand training had a weaker impact on brand understanding for contact employees compared to non-contact employees. This is attributed to contact employees’ involvement in service encounters, which provides real-world opportunities to learn about the brand above and beyond formal brand training, opportunities which non-contact employees lack. Practical & social implications of research – Training managers in service organizations can use the study results to achieve a greater impact from scarce brand training resources. For gender differences, the findings support a uniform allocation of training resources. For age differences, a differential allocation is advised, with more resources for younger employees, who have lower brand understanding scores and derive a greater impact from brand training. The finding of a diminishing impact of brand training suggests devising alternative means/ opportunities for older employees to enhance their brand understanding. Lastly, the results support allocating more training resources to non-contact employees who, when compared to contact employees, have lower brand understanding scores, exhibit a higher impact of brand training, and have fewer non-training opportunities to learn about the brand. The result generalizability is limited by the sample coming from a single organization. Originality/value – Within the internal branding research there is little examination of moderating effects for established relationships. This study makes an incremental contribution by testing the effect of three relevant individual differences on the relationship between brand training and brand understanding. The results have practical managerial applications. © FECAP.Scopus© Citations 3 21 2 - 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