<?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>S2594-01632024000200003</article-id>
<article-id pub-id-type="doi">10.32870/myn.vi52.7718</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors]]></article-title>
<article-title xml:lang="es"><![CDATA[Branding interno en una organización de moda: convertir a los empleados en embajadores de la marca]]></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 contrib-type="author">
<name>
<surname><![CDATA[Sádaba]]></surname>
<given-names><![CDATA[Teresa]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mir-Bernal]]></surname>
<given-names><![CDATA[Pedro]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Terán-Bustamante]]></surname>
<given-names><![CDATA[Antonia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[López-Sánchez]]></surname>
<given-names><![CDATA[Oziel]]></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>México</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Navarra  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>España</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de Navarra  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>España</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Universidad Panamericana  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>México</country>
</aff>
<aff id="Af5">
<institution><![CDATA[,Instituto Tecnológico y de Estudios Superiores de Monterrey  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>México</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2024</year>
</pub-date>
<volume>25</volume>
<numero>52</numero>
<fpage>3</fpage>
<lpage>30</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2594-01632024000200003&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2594-01632024000200003&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2594-01632024000200003&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT This research aims to empirically examine the internal branding processes implemented by a global sports fashion firm to turn all employees into competent brand ambassadors. Brand-oriented training was hypothesized as an antecedent of salesperson brand identification and brand commitment, which drive brand-aligned behavior, the critical trait of employee brand ambassadors. These hypotheses were tested by surveying 141 corporate and retail employees of a global sportswear fashion brand's regional operations in Mexico. The principal conclusion is that brand-oriented training proves a significant driver of salesperson brand identification. Furthermore, brand identification drives brand commitment and brand-aligned behavior among all company employees, not just salespersons.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN 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.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Internal branding]]></kwd>
<kwd lng="en"><![CDATA[brand ambassadors]]></kwd>
<kwd lng="en"><![CDATA[salesperson brand identification]]></kwd>
<kwd lng="en"><![CDATA[front-line employees]]></kwd>
<kwd lng="en"><![CDATA[fashion brands]]></kwd>
<kwd lng="en"><![CDATA[competitiveness]]></kwd>
<kwd lng="en"><![CDATA[M370]]></kwd>
<kwd lng="en"><![CDATA[M540]]></kwd>
<kwd lng="es"><![CDATA[Branding interno]]></kwd>
<kwd lng="es"><![CDATA[embajadores de marca]]></kwd>
<kwd lng="es"><![CDATA[identificación de marca del vendedor]]></kwd>
<kwd lng="es"><![CDATA[empleados de primera línea]]></kwd>
<kwd lng="es"><![CDATA[marcas de moda]]></kwd>
<kwd lng="es"><![CDATA[competitividad]]></kwd>
<kwd lng="es"><![CDATA[M370]]></kwd>
<kwd lng="es"><![CDATA[M540]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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