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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

Type
Article accepté pour publication ou publié
Date
2015
Journal name
Journal of Personal Selling and Sales Management
Volume
35
Number
4
Publisher
Taylor & Francis
Pages
314-333
Publication identifier
10.1080/08853134.2015.1110937
Metadata
Show full item record
Author(s)
Michel, Géraldine

Sorbonne Graduate Business School
Merk, Michaela
Dauphine Recherches en Management [DRM]
Eroglu, Sevgin
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 / Keywords
salesperson management; brand relationships; private brands
JEL
M31 - Marketing

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