Brand Advocacy and Sales Effort by Retail Salespeople: Antecedents and Influence of Identification with Manufacturers’ Brands

The impact of salesperson-brand personality congruence on salesperson brand identification, motivation and performance outcomes

“…As boundary spanning agents, salespeople play a unique role as brand ambassadors (Harris and de Chernatony 2001;Hughes 2013). External stakeholders' (e.g., consumers or channel members) perceptions of the company and its brands are influenced by their interaction with the salespeople representing these companies and brands (Ahearne, Bhattacharya, and Gruen 2005;Hughes and Ahearne 2010;Badrianarayana and Laverie 2011;Brexendorf et al, 2010). For example, Brexendorf and colleagues' (2010) findings emphasize the key role of interpersonal interaction between the salesperson and the customer in influencing customers' satisfaction with the sales encounter and ultimately their attitudes and loyalty toward the brand.…”

“…For example, Brexendorf and colleagues' (2010) findings emphasize the key role of interpersonal interaction between the salesperson and the customer in influencing customers' satisfaction with the sales encounter and ultimately their attitudes and loyalty toward the brand. Within a retail environment, Badrianarayana and Laverie (2011) highlighted the positive influence of salespeople's identification with the manufacturer's brand on their brand supporting behaviors and sales effort. Furthermore, any misalignment between the company perspective and the salespersons' perceptions of the brand has potential negative effects not only on salesforce satisfaction, commitment, and performance but on how the brand is represented in front of key stakeholders (Anisimova and Mavondo, 2010).…”

The dark side of salesperson brand identification in the luxury sector: When brand orientation generates management issues and negative customer perception

“…They generate positive outcomes as opposed to salespeople who do not reflect important aspects of the firm (Engle, Blackwell, & Miniard 1995). Overall, empirical research has linked salesperson identification with several long-term benefits, including effort (Badrinarayanan & Laverie 2011;Hughes & Ahearne 2010), performance (Gammoh, Mallin, & Bolman Pullins, 2014;Hughes & Ahearne 2010), job satisfaction, and commitment (Gammoh, Mallin, & Bolman Pullins 2014). In addition, salesperson brand identification has been positively linked to brand advocacy (Badrinarayanan & Laverie 2011) and salesperson brand psychological ownership (Gillespie, Noble, & Lam 2016, Gillespie & Noble, 2017.…”

“…In the same vein, luxury houses foster salesperson identification, which involves defining oneself with the same attributes as the brand (Hughes & Ahearne, 2010). Effectively, salesperson brand identification allows the appropriation of meaning by the consumer (Cervellon & Coudriet, 2013), it generates more work and effort for the salesperson and better brand performance (Badrinarayanan & Laverie, 2011;Homburg, Wieseke, & Hoyer, 2009;Hughes & Ahearne, 2010;Badrinarayanan & Laverie, 2011). And because salespeople are internal stakeholders, their brand relationships with both corporate and commercial brands involve using the brand identification concept to grasp this integrated brand relationship.…”

Duygusal Marka Deneyimi, Marka Ayırt Ediciliği, Marka Çekiciliği ve Marka Savunuculuğu Arasındaki İlişkiler - The Relationship Between The Affective Brand Experience, Brand Distinctiveness, Brand Attractiveness and The Brand Advocacy

“…Tüketici marka kimliği, tüketicinin marka ile algılanan birlik hali olarak tanımlanmaktadır (StokburgerSauer,Ratneshwar, ve Sen, 2012). Önceki çalışmalar, tüketici-marka kimliği belirlemenin, tüketicileri tanımlama isteğinin yanı sıra; olumlu ve işbirliğine dayalı tüketici davranışlarını doğurduğunu ortaya koymuştur (Badrinarayanan ve Laverie, 2011). Bu yaklaşımın temelini, bir varlıkla(bu varlık marka olarak düşünülmektedir) özdeşleşmiş olanların, varlığın başarısını ve başarısızlıklarını kendi varlıkları olarak algılaması oluşturmaktadır.…”