Resumen de Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors
Enrique Murillo, Teresa Sádaba Garraza, Pedro Mir Bernal, Antonia Terán Bustamante, Oziel López Sánchez
This research aims to empirically examine the internal branding processes implemented by aglobal sports fashion firmto 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 fashionbrand'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.
