Salesperson–brand relationship: main dimensions and impact within the context of private brand retailing

Géraldine Michel (), Michaela Merk and Sevgin Eroglu
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Géraldine Michel: IAE Paris - Sorbonne Business School, Sorbonne Graduate Business School - IAE Paris - Sorbonne Business School
Michaela Merk: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Sevgin Eroglu: Robinson College of Business - Georgia State University - USG - University System of Georgia

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Abstract: 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.

Keywords: salesperson management; brand relationships; private brands (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (9)

Published in Journal of Personal Selling and Sales Management, 2015, 35 (4), ⟨10.1080/08853134.2015.1110937⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01274248

DOI: 10.1080/08853134.2015.1110937

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