Engage employees to engage customers: The role of the internal branding in fashion in retail

Abstract

Companies must share their brand values to employees. When employees clearly understand brand positioning and values, they are more likely to be emotionally engaged. Internal branding leads to a better fulfillment of the brand promise and therefore a better deliverance of the firm to the outside. This paper explores if internal branding is a common practice, how internal branding is in the day-to-day life of retailing companies and its potential to improve commitment from the employee’s perspective. A survey and an in-depth interview were conducted with 63 employees in different major Spanish fashion and retail players. The study provides findings about how employee’s commitment increases with internal branding, and the lack of strategy alignment in companies that don’t use internal branding.