Murillo, Enrique
Preferred name
Murillo, Enrique
Official Name
Murillo Othón, Enrique Martín
Alternative Name
Murillo Othón, Enrique
Main Affiliation
ORCID
0000-0002-1082-4295
Scopus Author ID
56346512100
Researcher ID
D-9169-2018
18 results
Now showing 1 - 10 of 18
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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, 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, 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, 11 - 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, Examining the drivers of employee brand understanding: a longitudinal study(2019); King, CeridwynThe purpose of this study is to extend previous research by using a longitudinal design to examine the differential contribution of brand understanding (BU) drivers at various moments in the early tenure of service employees. Employee BU is a prerequisite of brand promise delivery among service employees. Previous studies, using cross-sectional samples, established that brand-oriented recruitment, training and leadership are significant BU drivers. A three-wave survey was collected from a 105-member panel of recent hires at a restaurant chain that displayed a strong brand culture and adopted internal brand management (IBM) practices. Structural equation models with carryover effects were estimated to measure the impact of BU drivers on Day 1, as well as at four and seven months of tenure. In addition, a latent growth model of BU was estimated using random coefficients modeling.Results show a significant positive effect of IBM practices on BU at each point in time; however, despite this, by the seven month milestone, BU is still not fully developed. As with most organizational longitudinal studies, there was sample attrition because of the high turnover that characterizes the restaurant industry. This attrition is not believed to be correlated with the variables measured in the study. Managers seeking a differentiated customer experience should not assume new hires attain a good understanding of the service brand even after the first seven months of tenure. Hence, brand training and leadership should extend well beyond this time frame. This study is the first, as per the authors’ understanding, to use a longitudinal design to model BU as a dynamic variable because it befits the learning trajectories of new employees.Scopus© Citations 14 10 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, 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.