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The role of brand commitment in the retail sector : the relation with open innovation

dc.contributor.authorSiqueira Junior, José Ribamarspa
dc.contributor.authorPeña García, Nathaliespa
dc.contributor.authorter Horst, Enriquespa
dc.contributor.authorMolina, Germánspa
dc.contributor.authorVillamil, Monicaspa
dc.date.accessioned2023-06-21T22:23:01Z
dc.date.available2023-06-21T22:23:01Z
dc.date.issued2021-06-11
dc.identifier.urihttp://hdl.handle.net/10726/5058
dc.language.isoeng
dc.publisherMDPI AG
dc.titleThe role of brand commitment in the retail sector : the relation with open innovationeng
dc.typearticle
dc.rights.accessrightsinfo:eu-repo/semantics/openAccess
dc.rights.localAbierto (Texto Completo)
dc.type.versioninfo:eu-repo/semantics/acceptedVersion
dc.identifier.instnameinstname:Colegio de Estudios Superiores de Administración – CESA
dc.identifier.reponamereponame:Biblioteca Digital – CESA
dc.identifier.repourlrepourl:https://repository.cesa.edu.co/
dc.description.abstractenglishFirm–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.eng
dc.type.coarhttp://purl.org/coar/resource_type/c_2df8fbb1
dc.relation.citationvolume7
dc.relation.citationissue2
dc.contributor.orcidSiqueira Junior, José Ribamar [0000-0001-8210-1742]
dc.contributor.orcidPeña García, Nathalie [0000-0002-6594-5940]
dc.contributor.orcidter Horst, Enrique [0000-0001-5153-1475]
dc.contributor.orcidMolina, Germán [0000-0003-4693-6907]
dc.type.driverinfo:eu-repo/semantics/article
dc.type.redcolhttp://purl.org/redcol/resource_type/ART
dc.type.coarversionhttp://purl.org/coar/version/c_71e4c1898caa6e32
dc.contributor.scopusSiqueira Junior, José Ribamar [57194709751]
dc.contributor.scopusPeña García, Nathalie [57202849705]
dc.contributor.scopuster Horst, Enrique [25655619900]
dc.contributor.scopusMolina, Germán [15728099800]
dc.contributor.scopusVillamil, Monica [57224951936]
dc.description.orcidhttps://orcid.org/0000-0001-8210-1742
dc.description.orcidhttps://orcid.org/0000-0002-6594-5940
dc.description.orcidhttps://orcid.org/0000-0001-5153-1475
dc.description.orcidhttps://orcid.org/0000-0003-4693-6907
dc.description.scopushttps://www.scopus.com/authid/detail.uri?authorId=57194709751
dc.description.scopushttps://www.scopus.com/authid/detail.uri?authorId=57202849705
dc.description.scopushttps://www.scopus.com/authid/detail.uri?authorId=25655619900
dc.description.scopushttps://www.scopus.com/authid/detail.uri?authorId=15728099800
dc.description.scopushttps://www.scopus.com/authid/detail.uri?authorId=57224951936
dc.identifier.eissn2199-8531
dc.relation.ispartofjournalJournal of Open Innovation: Technology, Market, and Complexity
dc.identifier.doihttps://doi.org/10.3390/joitmc7020154
dc.subject.proposalBranding
dc.subject.proposalFront-line employees
dc.subject.proposalRetail
dc.subject.proposalBrand-commitment
dc.subject.proposalRole clarity
dc.subject.proposalJob satisfaction
dc.rights.coarhttp://purl.org/coar/access_right/c_abf2


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