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

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 driv...

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מידע ביבליוגרפי

Principais autores:	Enrique Murillo, Teresa Sádaba, Pedro Mir-Bernal, Antonia Terán-Bustamante, Oziel López-Sánchez
פורמט:	Artigo
שפה:	Inglês
יצא לאור:	Universidad de Guadalajara 2024-05-01
סדרה:	Mercados y Negocios
נושאים:	internal branding brand ambassadors salesperson brand identification frontline employees fashion brands competitiveness
גישה מקוונת:	https://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7718
תגים:	הוספת תג אין תגיות, היה/י הראשונ/ה לתייג את הרשומה!