<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2007-8064</journal-id>
<journal-title><![CDATA[Entreciencias: diálogos en la sociedad del conocimiento]]></journal-title>
<abbrev-journal-title><![CDATA[Entreciencias: diálogos soc. conoc.]]></abbrev-journal-title>
<issn>2007-8064</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Escuela Nacional de Estudios Superiores]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2007-80642019000300037</article-id>
<article-id pub-id-type="doi">10.22201/enesl.20078064e.2019.21.70046</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[El branding interno como antecedente de la autoestima basada en la organización: Un estudio en una cadena de restaurantes]]></article-title>
<article-title xml:lang="en"><![CDATA[Internal branding as an antecedent of organization based self-esteem: A study in a chain of restaurants]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Murillo Othóna]]></surname>
<given-names><![CDATA[Enrique Martín]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Panamericana  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2019</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2019</year>
</pub-date>
<volume>7</volume>
<numero>21</numero>
<fpage>37</fpage>
<lpage>52</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2007-80642019000300037&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2007-80642019000300037&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2007-80642019000300037&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen  Objetivo: Analizar si los procesos de branding interno de una empresa de servicios fortalecen la autoestima basada en la organización de los colaboradores, y si ésta a su vez influye positivamente en su motivación y desempeño de marca.  Método: Se estimó un modelo de ecuaciones estructurales con la técnica de Mínimos Cuadrados Parciales y se utilizó una muestra de 248 cuestionarios recolectados en una cadena de restaurantes de comida casual en la Ciudad de México.  Resultados: El ajuste con los valores de la marca y la participación de los empleados tuvieron impactos positivos y significativos en la autoestima, que a su vez impactó positiva y significativamente la motivación a favor de la marca y el desempeño de marca.  Limitaciones: La muestra proviene de una sola organización que contrata solamente personal femenino, lo que limita la generalidad de los resultados.  Principales hallazgos: La autoestima basada en la organización contribuye al cumplimiento de la promesa de marca por los empleados de servicios, revelándose, así como una variable que merece la atención de la gerencia. Sorprendentemente, este importante constructo no ha sido utilizado antes en investigaciones publicadas en Latinoamérica.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  Purpose: To analyze whether the internal branding processes of a service company enhance employees&#8217; Organization Based Self-Esteem (OBSE), and whether self-esteem in turn positively influences employees&#8217; pro-brand motivation and brand performance.  Methodology: A model of structural equations was estimated using the technique of Partial Least Squares and a sample of 248 collected questionnaires in a chain of casual food restaurants in Mexico City were used.  Results: Adjustment with brand values and employee participation had a positive and significant impact on self-esteem, which in turn had a positive and significant impacts on pro-brand motivation and brand performance.  Limitations: The sample comes from a single organization that hires only female staff only, which limits the generality of results.  Findings: Organization based self-esteem contributes to the delivery of the brand promise by service employees, revealing itself as a variable that deserves the attention of management. Surprisingly, this important construct has not been utilized before in research published in Latin America.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[branding interno]]></kwd>
<kwd lng="es"><![CDATA[autoestima basada en la organización]]></kwd>
<kwd lng="es"><![CDATA[promesa de marca]]></kwd>
<kwd lng="es"><![CDATA[empleados de servicio]]></kwd>
<kwd lng="en"><![CDATA[Internal branding]]></kwd>
<kwd lng="en"><![CDATA[organization based self-esteem]]></kwd>
<kwd lng="en"><![CDATA[brand promise]]></kwd>
<kwd lng="en"><![CDATA[service employees]]></kwd>
</kwd-group>
</article-meta>
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