Abstract

MURILLO, Enrique. Internal branding in retail organizations: a study in a chain of pharmacies. Merc. negocios [online]. 2020, vol.21, n.42, pp.27-50.  Epub Oct 10, 2022. ISSN 2594-0163.  https://doi.org/10.32870/myn.v1i42.7506.

The objective of this article is to introduce the concept of internal branding to the organizational literature published in Mexico, distinguishing it from related concepts such as internal marketing and employer branding. The method consisted of estimation of a structural equations model using Partial Least Squares, with a sample of 310 surveys of employees from a large chain of pharmacies. The results show a positive relationship between employees’ brand values fit and their job satisfaction, intention to stay and brand-aligned behavior. The principal finding is that internal branding exceeds the exclusive scope of marketing and positively influences traditional human resource objectives, such as employee satisfaction and intention to stay.

Keywords : internal branding; brand promise; service brands; brand values; job satisfaction; retailers; M370; M540..