Does brand-relationships matter? The role of brand attachment in salesperson performance in retailing

Abstract

Purpose Salesperson performance is accepted as a relevant factor of retailing success. However, scarce studies reveal the relationship between sales performance and brand relationship. The purpose of this study is both, from one side, to empirically demonstrate the impact of salesperson brand attachment (SBA) on sales performance and, on the other side, to identify the mediators of this relationship in small retailing. Design/methodology/approach A survey was conducted with a sample of 206 small retailers from different sectors of an emerging country. The proposed model was tested using partial least squares–structural equation modeling (PLS-SEM) in SmartPLS3. Findings The results demonstrated that SBA is relevant to driving sales performance through two relevant paths – one following SBA–satisfaction–performance and one path following the SBA–commitment–performance. The model was able to explain 63% of the outcome performance. Practical implications Regarding small retailers, where the owners, employees and managers have higher levels of interaction than the large national retail chains, the marketing executives must invest in improving the attachment to the brand and create emotional bonds and cognition between marketers and the brand. They must develop strategies to promote job satisfaction and organizational commitment because they determine performance. Originality/value Despite the relevance of small businesses for economies worldwide and the importance of salesperson brand relationships, no study has been developed to demonstrate the impacts of such relationships on salesperson performance in retailing. Furthermore, in addition to the central role of organizational commitment in the sales research, to the best of the authors’ knowledge, this is the first study to explore how to mediate the relationship between brand attachment and sales performance.

Examining the effects of robots' physical appearance, warmth, and competence in frontline services: The Humanness‐Value‐Loyalty model

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gestión hacia el cambio organizacional

“…De donde resulta el segundo objetivo, proponer el diseño de una estrategia cooperativa (tenderos y proveedores) para la gestión del proceso de compras a bajo costo para mejorar la competitividad en el segmento de las "tiendas minoristas" que nace en la cadena de valor, dentro de las actividades principales, específicamente, en la logística entrante, para comprender los elementos conceptuales de la cadena de suministro (almacenamiento, distribución, costo, beneficios, precios, tecnología, entre otros aspectos) para planear las decisiones estratégicas que permitan su implementación. Braga et al (2022) propone un modelo de desempeño (vendedores y minoristas) que ratifica componentes gerenciales para el desarrollo de la actividad económica reflejado en las ventas.…”

Branding Creative Cities of Gastronomy: the role of brand experience and the influence of tourists' self-congruity and self-expansion

“…Research on brand attachment has been conducted in different fields, including hospitality services (Gómez-Suárez and Veloso, 2020; Hwang et al. , 2021), retail (Chinelato et al. , 2021), education (Kaushal and Ali, 2020) and hospitality products (Aboulnasr and Tran, 2019).…”

“…Brand attachment explains that based on a consumer's emotional attachment to the brand, their willingness to pay more for the brand's products and the ease of maintaining a long-term relationship with the brand increases. Research on brand attachment has been conducted in different fields, including hospitality services (G omez-Su arez and Veloso, 2020; Hwang et al, 2021), retail (Chinelato et al, 2021), education (Kaushal and Ali, 2020) and hospitality products (Aboulnasr and Tran, 2019).…”