The Role of Brand Commitment and Open Innovation in the Retail Sector

Abstract

The establishment and maintenance of effective businesses are predicated on solid employee-client interactions. Because of the typical intricacy of the service component in retail environments, it may be particularly challenging for retailers to build such partnerships. Companies should make sure their employees act in a way that aligns with the corporate brand promise so they can have more invested brand advocates. Having a presence in international markets makes this problem even more challenging for organizations. This study aims to determine how committed front-line employees (FLEs) are to the company brand and how often they engage in branding while on the job. The study also delves into how FLEs' perceptions of the corporate brand identity and their roles within the business affect commitment. The research participants were workers at Bata Pakistan retailer with a sizable foothold in the Pakistani market. According to the results, brand commitment significantly and positively affects FLE brand-oriented conduct in the examined retail context. To be more precise, brand commitment influences in a positive way the congruence between brand identity and role clarity, FLE brand behavior, and job satisfaction. This research sheds light on how employee brand behavior is created in a retail setting in an emerging country, which is essential information for academics and professionals.