<?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>2594-0163</journal-id>
<journal-title><![CDATA[Mercados y negocios]]></journal-title>
<abbrev-journal-title><![CDATA[Merc. negocios]]></abbrev-journal-title>
<issn>2594-0163</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Centro Universitario de Ciencias Económico Administrativas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2594-01632020000200027</article-id>
<article-id pub-id-type="doi">10.32870/myn.v1i42.7506</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Branding interno en organizaciones de comercio minorista: un estudio en una cadena de farmacias]]></article-title>
<article-title xml:lang="en"><![CDATA[Internal branding in retail organizations: a study in a chain of pharmacies]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Murillo]]></surname>
<given-names><![CDATA[Enrique]]></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>12</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2020</year>
</pub-date>
<volume>21</volume>
<numero>42</numero>
<fpage>27</fpage>
<lpage>50</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2594-01632020000200027&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2594-01632020000200027&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2594-01632020000200027&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El objetivo del artículo es introducir el concepto de branding interno en la literatura organizacional publicada en México, distinguiéndolo de conceptos relacionados como el marketing interno y el branding del empleador. El método consistió en la estimación de un modelo de ecuaciones estructurales usando Mínimos Cuadrados Parciales con una muestra de 310 encuestas de empleados de una cadena grande de farmacias. Los resultados muestran una relación positiva entre el ajuste con los valores de marca de los empleados y su satisfacción laboral, intención de permanencia y conducta alineada con la marca. El hallazgo principal es que el branding interno rebasa el ámbito exclusivo del marketing e incide también en objetivos tradicionales de recursos humanos, como la satisfacción e intención de permanencia de los colaboradores.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT The objective of this article is to introduce the concept of internal branding to the organizational literature published in Mexico, distinguishing it from related concepts such as internal marketing and employer branding. The method consisted of estimation of a structural equations model using Partial Least Squares, with a sample of 310 surveys of employees from a large chain of pharmacies. The results show a positive relationship between employees&#8217; brand values fit and their job satisfaction, intention to stay and brand-aligned behavior. The principal finding is that internal branding exceeds the exclusive scope of marketing and positively influences traditional human resource objectives, such as employee satisfaction and intention to stay.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[branding interno]]></kwd>
<kwd lng="es"><![CDATA[promesa de marca]]></kwd>
<kwd lng="es"><![CDATA[marcas de servicio]]></kwd>
<kwd lng="es"><![CDATA[valores de marca]]></kwd>
<kwd lng="es"><![CDATA[satisfacción laboral]]></kwd>
<kwd lng="es"><![CDATA[comercio minorista]]></kwd>
<kwd lng="es"><![CDATA[M370 M540]]></kwd>
<kwd lng="en"><![CDATA[internal branding]]></kwd>
<kwd lng="en"><![CDATA[brand promise]]></kwd>
<kwd lng="en"><![CDATA[service brands]]></kwd>
<kwd lng="en"><![CDATA[brand values]]></kwd>
<kwd lng="en"><![CDATA[job satisfaction]]></kwd>
<kwd lng="en"><![CDATA[retailers]]></kwd>
<kwd lng="en"><![CDATA[M370]]></kwd>
<kwd lng="en"><![CDATA[M540.]]></kwd>
</kwd-group>
</article-meta>
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