Corporate Merchandise as an Internal Communications Instrument

This paper is devoted to the study of the problem of decreasing employee loyalty in the conditions of remote work and the study of the role of corporate merchandising in solving this problem. The study considers the peculiarities of internal communications in remote and hybrid work, as well as the factors affecting employee loyalty. Special attention is paid to the study of corporate merchandising as a tool that can support and increase the loyalty of remote employees. Based on the analysis of the findings, practical recommendations for employers to use corporate merchandising to improve internal communications and strengthen corporate culture, which helps to increase employee commitment are developed. The practical usefulness of the study is to provide recommendations for companies to improve communication with remote employees and increase their loyalty by using corporate merchandising. The results of the study can be useful for HR-specialists and managers engaged in the development of corporate culture and strategies of interaction with employees working remotely.