Oziel López-Sánchez
Current Organizations / Institutes
The organizations/institutes from the scholar's latest article
Research Subjects
Oziel López-Sánchez has a total of 4 co-authors. Here are the top co-authors by number of shared publications:
- Antonia Terán-Bustamante
Universidad Panamericana
1 shared publication - Enrique Murillo
Universidad Panamericana
1 shared publication - Pedro Mir-Bernal
ISEM Fashion Business School, University of Navarra, 28027 Madrid, Spain
1 shared publication - Teresa Sádaba
University of Navarra
1 shared publication
Latest Publications
- Open Access
- 1 May 2024
- Published by Universidad de Guadalajara in Mercados y Negocios
- Vol. 25 (52) , 3-30
Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors
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.
- 1 May 2024
- Published by Universidad de Guadalajara in Mercados y Negocios
- Vol. 25 (52) , 3-30
Open AccessInternal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors
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.