Abstract

MURILLO, Enrique et al. Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors. Merc. negocios [online]. 2024, vol.25, n.52, pp.3-30.  Epub June 07, 2024. ISSN 2594-0163.  https://doi.org/10.32870/myn.vi52.7718.

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.

Keywords : Internal branding; brand ambassadors; salesperson brand identification; front-line employees; fashion brands; competitiveness; M370; M540.

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