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...

ver descrição completa

Detalhes bibliográficos

Principais autores:	Enrique Murillo, Teresa Sádaba, Pedro Mir-Bernal, Antonia Terán-Bustamante, Oziel López-Sánchez
Formato:	Artigo
Idioma:	Inglês
Publicado em:	Universidad de Guadalajara 2024-05-01
Colecção:	Mercados y Negocios
Assuntos:	internal branding brand ambassadors salesperson brand identification frontline employees fashion brands competitiveness
Acesso em linha:	https://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7718
Tags:	Adicionar Tag Sem tags, seja o primeiro a adicionar uma tag!