Leveraging Strategic Planning to Navigate Volatile Environments

Murillo, Enrique; Atristain-Suárez, Connie

doi:10.1007/978-3-031-41386-5_9

Cited by 1 publication

(1 citation statement)

References 64 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Because hospitality firms strive to create differentiated customer experiences through comprehensive training (Hurrell & Scholarios, 2014;Garavan et al, 2022), internal branding research has focused historically on the hospitality industry (Punjaisri & Wilson, 2011;Terglav et al, 2016;Zhang & Xu, 2021;Qureshi et al, 2022). However, the fundamental constructs have been studied in other service industries, including airlines (Vatankhah & Darvishi, 2018;Murillo, 2022), financial services (Garas et al, 2018;Taku et al, 2022), universities (Clark et al, 2020;Murillo & Atristain-Suárez, 2023), healthcare (Huang & Lai, 2018), ride-sharing platforms (Murillo & Terán-Bustamente, 2020); retail (Murillo, 2020;Porricelli et al, 2014), and public sector organizations (Leijerholt et al, 2022).…”

Section: Internal Brandingmentioning

confidence: 99%

Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors

Murillo,

Sádaba,

Mir-Bernal

et al. 2024

myn

View full text Add to dashboard Cite

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

show abstract