Engage employees to engage customers: The role of the internal branding in fashion in retail
Palabras clave:
brand ; commitment ; values ; ambassadors ; fashion ; retail sale ; Spain, branding, models ; companies
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.
Citas
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Belch, G. E., & Belch, M. A. (2003). Advertising and promotion: An integrated marketing communications perspective. The McGraw-Hill.
Berry, L., & Lampo, S. (2004). Branding labour-intensive services. Available at SSRN 513386.
Boswarva, J. (2012). The marketing relevance of Australian cosmetic brand ambassadors. Australia: Edith Cowan University.
Burmann, C.; Zeplin, S., & Riley, N. (2009). Key determinants of internal brand management success: An exploratory empirical analysis. Journal of brand management, 16(4), 264-284.
Buttle, F., & Maklan, S. (2019). Customer relationship management: concepts and technologies. Routledge.
Cutcher, L., & Achtel, P. (2017). ‘Doing the brand’: aesthetic labour as situated, relational performance in fashion retail. Work, employment and society, 31(4), 675-691.
De Chernatony, L. (1999). Brand management through narrowing the gap between brand identity and brand reputation. Journal of marketing management, 15(1-3), 157-179.
Duncan, T., & Moriarty, S. E. (1998). A communication-based marketing model for managing relationships. Journal of marketing, 62(2), 1-13.
Du Preez, R.; Bendixen, M., & Abratt, R. (2017). The behavioral consequences of internal brand management among frontline employees. Journal of Product & Brand Management.
Falk, P., & Campbell, C. (Eds.). (1997). The shopping experience. Sage.
Fisher-Buttinger, C., and C. Vallaster (2008). Brand ambassadors: Strategic diplomats or tactical promoters? In Marketing metaphors and metamorphosis, ed. P.J. Kitchen, 132–145. Houndmills, NY: Palgrave Macmillan.
Fitzgerald, W. (2004). Successful hotels teach employees to be brand ambassadors. Hotel and Motel Management, 219 (11), 8.
Gilliam, D. A., & Zablah, A. R. (2013). Storytelling during retail sales encounters. Journal of Retailing and Consumer Services, 20(5), 488-494.
Godin, S. (2009). All Marketers Are Liars (Tell Stories). Portfolio, New York, NY.
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Hughes, D. E., & Ahearne, M. (2010). Energizing the reseller’s sales force: The power of brand identification. Journal of Marketing, 74(4), 81-96.
Kelman, H. C. (1958). Compliance, identification, and internalization three processes of attitude change. Journal of conflict resolution, 2(1), 51-60.
King, C., & Grace, D. (2008). Internal branding: Exploring the employee’s perspective. Journal of brand management, 15(5), 358-372.
Luef, B.; Fakra, S. C.; Csencsits, R.; Wrighton, K. C.; Williams, K. H.; Wilkins, M. J., ... & Banfield, J. F. (2013). Iron-reducing bacteria accumulate ferric oxyhydroxide nanoparticle aggregates that may support planktonic growth. The ISME journal, 7(2), 338-350.
Marshall, C., & Rossman, G. B. (2014). Designing qualitative research. Sage publications.
McColl, J., & Moore, C. (2011). An exploration of fashion retailer own brand strategies. Journal of Fashion Marketing and Management: An International Journal.
Mitchell, C. (2002). Selling the brand inside. Harvard business review, 80(1), 99-101. Mukherjee, A.; Patel, N., & Virmani, A. (2005). FDI in retail sector, India. Academic Foundation.
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Punjaisri, K., & Wilson, A. (2011). Internal branding process: key mechanisms, outcomes and moderating factors. European journal of Marketing.
Schmidt, H. J., & Baumgarth, C. (2018). Strengthening internal brand equity with brand ambassador programs: Development and testing of a success factor model. Journal of Brand Management, 25(3), 250-265.
Quintero Arango, L. (2015). El sector retail, los puntos de venta y el comportamiento de compra de los consumidores de la base de la pirámide en la comuna 10 de la ciudad de Medellín. Revista ciencias estratégicas, 23(33), 109-118.
Thomson, K.; De Chernatony, L.; Arganbright, L., & Khan, S. (1999). The buy-in benchmark: How staff understanding and commitment impact brand and business performance. Journal of Marketing Management, 15(8), 819-835.
Voss, C.; Tsikriktsis, N., & Frohlich, M. (2002). Case research in operations management. International journal of operations & production management.
Wragg, T. (2004). Research: Nurturing brand advocates. Brand Strategy, November, 36- 37.
Beers, C. (1998). Building brands worthy of devotion. Leader to leader, 1998(7), 39-42.
Belch, G. E., & Belch, M. A. (2003). Advertising and promotion: An integrated marketing communications perspective. The McGraw-Hill.
Berry, L., & Lampo, S. (2004). Branding labour-intensive services. Available at SSRN 513386.
Boswarva, J. (2012). The marketing relevance of Australian cosmetic brand ambassadors. Australia: Edith Cowan University.
Burmann, C.; Zeplin, S., & Riley, N. (2009). Key determinants of internal brand management success: An exploratory empirical analysis. Journal of brand management, 16(4), 264-284.
Buttle, F., & Maklan, S. (2019). Customer relationship management: concepts and technologies. Routledge.
Cutcher, L., & Achtel, P. (2017). ‘Doing the brand’: aesthetic labour as situated, relational performance in fashion retail. Work, employment and society, 31(4), 675-691.
De Chernatony, L. (1999). Brand management through narrowing the gap between brand identity and brand reputation. Journal of marketing management, 15(1-3), 157-179.
Duncan, T., & Moriarty, S. E. (1998). A communication-based marketing model for managing relationships. Journal of marketing, 62(2), 1-13.
Du Preez, R.; Bendixen, M., & Abratt, R. (2017). The behavioral consequences of internal brand management among frontline employees. Journal of Product & Brand Management.
Falk, P., & Campbell, C. (Eds.). (1997). The shopping experience. Sage.
Fisher-Buttinger, C., and C. Vallaster (2008). Brand ambassadors: Strategic diplomats or tactical promoters? In Marketing metaphors and metamorphosis, ed. P.J. Kitchen, 132–145. Houndmills, NY: Palgrave Macmillan.
Fitzgerald, W. (2004). Successful hotels teach employees to be brand ambassadors. Hotel and Motel Management, 219 (11), 8.
Gilliam, D. A., & Zablah, A. R. (2013). Storytelling during retail sales encounters. Journal of Retailing and Consumer Services, 20(5), 488-494.
Godin, S. (2009). All Marketers Are Liars (Tell Stories). Portfolio, New York, NY.
Groves, R. M.; Fowler Jr, F. J.; Couper, M. P.; Lepkowski, J. M.; Singer, E., & Tourangeau, R. (2011). Survey methodology (Vol. 561). John Wiley & Sons.
Hemsley, S. (1998), “Internal affairs”, Marketing Week, April 2, pp. 49-50 and 53.
Hughes, D. E., & Ahearne, M. (2010). Energizing the reseller’s sales force: The power of brand identification. Journal of Marketing, 74(4), 81-96.
Kelman, H. C. (1958). Compliance, identification, and internalization three processes of attitude change. Journal of conflict resolution, 2(1), 51-60.
King, C., & Grace, D. (2008). Internal branding: Exploring the employee’s perspective. Journal of brand management, 15(5), 358-372.
Luef, B.; Fakra, S. C.; Csencsits, R.; Wrighton, K. C.; Williams, K. H.; Wilkins, M. J., ... & Banfield, J. F. (2013). Iron-reducing bacteria accumulate ferric oxyhydroxide nanoparticle aggregates that may support planktonic growth. The ISME journal, 7(2), 338-350.
Marshall, C., & Rossman, G. B. (2014). Designing qualitative research. Sage publications.
McColl, J., & Moore, C. (2011). An exploration of fashion retailer own brand strategies. Journal of Fashion Marketing and Management: An International Journal.
Mitchell, C. (2002). Selling the brand inside. Harvard business review, 80(1), 99-101. Mukherjee, A.; Patel, N., & Virmani, A. (2005). FDI in retail sector, India. Academic Foundation.
Nassar, G. (2007). Marketing de experiencias. Bajo la línea. Publicidad y Mercadeo, 315, 16.
Punjaisri, K., & Wilson, A. (2011). Internal branding process: key mechanisms, outcomes and moderating factors. European journal of Marketing.
Schmidt, H. J., & Baumgarth, C. (2018). Strengthening internal brand equity with brand ambassador programs: Development and testing of a success factor model. Journal of Brand Management, 25(3), 250-265.
Quintero Arango, L. (2015). El sector retail, los puntos de venta y el comportamiento de compra de los consumidores de la base de la pirámide en la comuna 10 de la ciudad de Medellín. Revista ciencias estratégicas, 23(33), 109-118.
Thomson, K.; De Chernatony, L.; Arganbright, L., & Khan, S. (1999). The buy-in benchmark: How staff understanding and commitment impact brand and business performance. Journal of Marketing Management, 15(8), 819-835.
Voss, C.; Tsikriktsis, N., & Frohlich, M. (2002). Case research in operations management. International journal of operations & production management.
Wragg, T. (2004). Research: Nurturing brand advocates. Brand Strategy, November, 36- 37.
Publicado
2022-12-21
Cómo citar
Fondevila-Gascón, J.-F., Mir-Bernal, P., Patricia , S., Sádaba-Garraza, T., & Vila-Márquez, F. (2022). Engage employees to engage customers: The role of the internal branding in fashion in retail. Cuadernos Del Centro De Estudios De Diseño Y Comunicación, (174). https://doi.org/10.18682/cdc.vi174.8574
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