Veränderung der Markeneinstellung anhand der Triade Kunde-Marke-Verkäufer

Theo Lieven () and Sven Schuwirth
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Theo Lieven: Habilitand an der Forschungsstelle für Customer Insight an der Universität St. Gallen
Sven Schuwirth: Leiter der Marken- und Vertriebsentwicklung der Audi AG

Schmalenbach Journal of Business Research, 2014, vol. 66, issue 2, 147-172

Abstract: Abstract Beside product benefits and brand image consumers’ attitude toward the brand is largely determined by the behavior of the sales staff. This on-brand behavior has been interpreted as a dyadic relationship between customer and brand. This article extends the analysis towards a triad custome brand salesperson based on Heider’s Balance Theory. An extensive empirical study confirms the importance of the on-brand behavior in addition to the positive outcome of the sales encounter. As an important factor emerges consumer’s attitude towards the brand before the sales encounter. If this is positive, a negative outcome of the sales encounter results in a less negative effect on the attitude than in case of a negative predetermination. The theoretical contribution of this article lies in the implementation of the sales encounter in a holistic model based on Balance Theory. The resulting measurements within the model extends the prevailing qualitative findings of behavioral branding to quantifiable data that can provide management valuable information for their own sales processes. This is the practical contribution of the present work.

Keywords: A ttitude toward the brand; Balance theory; On-brand behavior; Sales encounter; Balance Theorie; Markeneinstellung; Markenkonformes Mitarbeiterverhalten; Verkaufsgespräch (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2014
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DOI: 10.1007/BF03372895

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