Engage employees to engage customersThe role of the internal branding in fashion in retail

  1. Joan-Francesc Fondevila-Gascón 1
  2. Pedro Mir-Bernal 2
  3. Patricia Sanmiguel Arregui 3
  4. Teresa Sádaba-Garraza 3
  5. Fátima Vila-Márquez 4
  1. 1 Blanquerna-Universitat Ramon Llull, Universitat Pom-peu Fabra, EU Mediterrani (UdG), UOC, Cesine, UB, UAB, EAE Business School (UPC) y Euncet (UPC)
  2. 2 Universidad de Navarra y Universidad Pompeu Fabra
  3. 3 Universidad de Navarra
    info

    Universidad de Navarra

    Pamplona, España

    ROR https://ror.org/02rxc7m23

  4. 4 EAE Business School y Universidad de Barcelona
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Revista:
Cuadernos del Centro de Estudios en Diseño y Comunicación. Ensayos

ISSN: 1853-3523,  1668-0227

Año de publicación: 2022

Título del ejemplar: La Moda en su Laberinto V

Número: 174

Páginas: 93-122

Tipo: Artículo

DOI: 10.18682/CDC.VI174.8574 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Cuadernos del Centro de Estudios en Diseño y Comunicación. Ensayos

Resumen

Companies must share their brand values to employees. When employees clearly understand brand positioning and values, they are more likely to be emotionally engaged. Internal branding leads to a better fulfillment of the brand promise and there-fore a better deliverance of the firm to the outside. This paper explores if internal brand-ing is a common practice, how internal branding is in the day-to-day life of retailing companies and its potential to improve commitment from the employee’s perspective. A survey and an in-depth interview were conducted with 63 employees in different major Spanish fashion and retail players. The study provides findings about how employee’s commitment increases with internal branding, and the lack of strategy alignment in companies that don’t use internal branding.

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