Approbation of a Model for Measuring the Value of the Internal Brand in Companies from the Garment Industry in Bulgaria

Kenarova-Pencheva Irena () and Penchev Petar ()
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Kenarova-Pencheva Irena: University of Ruse “Angel Kanchev“, Ruse, Bulgaria
Penchev Petar: University of Ruse “Angel Kanchev“, Ruse, Bulgaria

Proceedings of the International Conference on Business Excellence, 2025, vol. 19, issue 1, 4750-4765

Abstract: This study aims to present and validate a model for measuring and analyzing the value of the internal brand in enterprises in the garment industry. For this purpose, the theoretical basis for the concepts of branding in industrial markets, internal branding, employee brand, brand value, and staff engagement has been examined. The determinants that affect the internal value of the brand have been identified. The research combines desk-based analysis, as well as empirical work. This approach provides a comprehensive understanding of internal branding and how it can be measured. The data sources consist of both primary and secondary, including academic literature and statistical information. The literature on internal brand value is limited. The study integrates qualitative and quantitative data to explore the topic more comprehensively. A questionnaire has been developed and a pilot study has been conducted of 5 enterprises in the garment industry operating on the territory of Bulgaria. The study offers an original contribution by presenting the approbation of a model for measuring internal brand value in the context of a specific industry.

Keywords: internal brand; brand value; brand equity; determinants; garment industry (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:poicbe:v:19:y:2025:i:1:p:4750-4765:n:1042

DOI: 10.2478/picbe-2025-0362

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