Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors
Enrique Murillo,
Teresa Sádaba,
Pedro Mir-Bernal
et al.
Abstract: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 … Show more
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