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

Jose Ribamar Siqueira,German Molina,Enrique Ter Horst,Monica Villamil,Nathalie Peña-García

doi:10.3390/joitmc7020154

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.

Highlights

A brand can be described as the result of social interactions that imprint a particular value in the minds of customers and other stakeholders [1]
The organizational vision of properly aligning front-line employees (FLEs) brand-oriented behavior with the retailer’s corporate brand and turning FLEs into brand ambassadors has been attracting much attention lately [15,16], but how can retailers leverage internal resources to help support its development? We argue that the adoption of branding behavior by FLEs can be influenced by the level of commitment FLEs display towards the corporate brand and that this commitment is, in turn, influenced by both the corporate brand identity and FLEs’ perception of their role within the organization
In order to assess these relationships, we suggested that brand commitment had a positive impact on in-role brand-building behavior (IRBBB) (H3) and FLE job satisfaction (H4)

Summary

Introduction

A brand can be described as the result of social interactions that imprint a particular value in the minds of customers and other stakeholders [1]. The direct interactions between brands and consumers often start with a search and end with the brand’s disposal [2]. During this process, the front-line employee (FLE) plays the critical role of guiding customers through the final stages of their journey with the brand [3]. The direct and indirect dyadic interaction between customers and employees can help strengthen the brand image in consumers’ minds at any point of contact [4]. The delivery of a brand’s promise in service organizations requires a high level of understanding of the brand on the part of FLEs and what it means for them in the execution of their roles and responsibilities [6]

Methods

Results

Discussion

Conclusion