The Role of Brand Commitment in the Retail Sector: The Relation with Open Innovation

Abstract

Firm–employee relationships are a prerequisite for customer–firm relationships and, consequently, to organizational success. The development of such relationships can be particularly challenging for retailers because of the complexity of the service component inherent to the environment in which they usually operate. For this reason, organizations need to align employee behaviors with the corporate brand promise so that they can perform a more active role as brand ambassadors. This issue becomes even more complex for organizations with a presence in foreign markets. This study focuses on how the adoption of in-role branding behavior by front-line employees (FLEs) can be influenced by the level of commitment FLEs display towards the corporate brand and how commitment is consequently influenced by corporate brand identity and corporate brand identity FLES’ perception of their role within the organization. The object of the study was the employees of Falabella, a multinational retailer based in Chile with a strong presence in the Colombian market. Results obtained demonstrate that brand commitment positively and significantly impacts FLE brand-oriented behavior in the retail context examined. More specifically, brand identity and role clarity positively impact brand commitment, leading to a positive impact on FLE brand behavior and job satisfaction. The results of this study offer valuable insight for scholars and practitioners regarding employee brand behavior’s engendering process within a retail environment in an emerging market.

Research on the influence of maker spirit on knowledge workers’ innovative behavior

“…This spirit is particularly important among start-ups and entrepreneurs, but is also important for the career development of individuals and the competitiveness of organizations. Previous studies have characterized entrepreneurship as a process of seeking opportunities, creating value, and seeking appreciation, emphasizing the entrepreneurial purpose in innovative ways through the efforts of individuals or groups ( Siqueira et al, 2021 ). This definition implies that entrepreneurship is an innovative behavior, and the entrepreneurial process of knowledge workers therefore falls within the scope of knowledge workers’ innovation behavior ( Shurbagi and Zahari, 2014 ).…”

Innovación Abierta: Un análisis bibliométrico

“…Mauricio Enrique Sotelo Barrios, Wilder Quintero Quintero, José Gregorio Arévalo Ascanio Se destaca también la relación universidad, empresa, estado, con la InnoA para sobrepasar barreras tradicionales y mejorar la competitividad en temas de innovación con el aporte significativo de la gestión del conocimiento que apoya la productividad de las regiones (Rincén et al, 2010), sin olvidar el marketing, los clientes y los cambio organizacionales para las Pymes (Vega-Jurado eta al., 2015;Vélez-Rolón et al, 2020) desembocando hacia la digitalización como orientación estratégica incidiendo en las capacidades de innovación (Arias-Pérez et al, 2021) destacando los vínculos "empresa-empleado" necesarios para gestar los vínculos "cliente-empresa" asegurando un mejor desempeño en la organización (Siqueira et al, 2021), ligado al coworking, análisis de información de clientes y consumidores (Castro et al, 2018).…”

Characterizing Brand Knowledge and Identification as Predictors of Consumer-Based Brand Equity: Mediating Role of Employee-Based Brand Equity

“…However, the CBBE concept has been described as a tool in a variety of external branding situations, which include advertising, vacation, sports, and also the fashion sector, whereas just a few studies have looked into the EBBE’s antecedents and repercussions ( Kotsi et al, 2018 ). As a result, this study looks at EBBE via brand knowledge and brand identification ( Siqueira et al, 2021 ). The previous literature on brand equity has mostly focused on CBBE, which is based on cognitive psychologists ( Pina and Dias, 2021 ).…”