Purpose:

To analyze whether the internal branding processes of a service company enhance employees’ Organization Based Self-Esteem (OBSE), and whether self-esteem in turn positively influences employees’ pro-brand motivation and brand performance.

Methodology:

A model of structural equations was estimated using the technique of Partial Least Squares and a sample of 248 collected questionnaires in a chain of casual food restaurants in Mexico City were used.

Results:

Adjustment with brand values and employee participation had a positive and significant impact on self-esteem, which in turn had a positive and significant impacts on pro-brand motivation and brand performance.

Limitations:

The sample comes from a single organization that hires only female staff only, which limits the generality of results.

Findings:

Organization based self-esteem contributes to the delivery of the brand promise by service employees, revealing itself as a variable that deserves the attention of management. Surprisingly, this important construct has not been utilized before in research published in Latin America.