Salesperson–brand relationship: main dimensions and impact within the context of private brand retailing
Michel, Géraldine; Merk, Michaela; Eroglu, Sevgin (2015), Salesperson–brand relationship: main dimensions and impact within the context of private brand retailing, Journal of Personal Selling and Sales Management, 35, 4, p. 314-333. 10.1080/08853134.2015.1110937
TypeArticle accepté pour publication ou publié
Journal nameJournal of Personal Selling and Sales Management
MetadataShow full item record
Sorbonne Graduate Business School
Dauphine Recherches en Management [DRM]
Robinson College of Business
Abstract (EN)Private branding is considered one of the most effective and efficient influencers of retailers’ return on investment in their fiercely competitive industry. However, no study to date has examined these brands’ impact on salespeople's motivation and commitment to their own employer. This study, based upon extensive qualitative and quantitative research, shows that salespeople's relationships with their private brands can be influential in increasing their selling motivation and organizational commitment. Toward this end, our study first identifies the three important dimensions of salesperson–brand relationship (affect, trust, perceived customer recognition due to the brand) and develops their measures. Second, the findings show that salesperson–brand relationships, which exist between the retail frontline employees and retailers’ private brand, strongly influence sales motivation and firm commitment with a moderating influence of role clarity regarding management's expectations from its salespeople.
Subjects / Keywordssalesperson management; brand relationships; private brands
JELM31 - Marketing
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