Branding interno en una organización de moda: convertir a los empleados en embajadores de la marca
DOI:
https://doi.org/10.32870/myn.vi52.7718Palabras clave:
Branding interno, embajadores de marca, identificación de marca del vendedor, empleados de primera línea, marcas de moda, competitividadResumen
Esta investigación tiene como objetivo examinar empíricamente los procesos de branding interno, implementados por una importante firma de moda deportiva para convertir a todos los empleados en embajadores de marca competentes. Se planteó la hipótesis de que la capacitación orientada a la marca es un antecedente de la identificación y el compromiso con la marca por parte del vendedor, lo que impulsa un comportamiento alineado con la marca, el rasgo crítico de los empleados embajadores de la marca. Estas hipótesis se probaron encuestando a 141 empleados corporativos y minoristas de las operaciones regionales de una importante marca de moda deportiva en México. La principal conclusión es que la capacitación orientada a la marca proporciona un impulsor significativo de la identificación de la marca por parte de los vendedores. Además, la identificación de la marca impulsa el compromiso con la marca y el comportamiento alineado con la marca entre todos los empleados de la empresa, no sólo entre los vendedores.Citas
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Derechos de autor 2024 Enrique Murillo, Teresa Sádaba, Pedro Mir-Bernal, Antonia Terán-Bustamante, Oziel López-Sánchez
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