Antecedents and Consequences of Salesperson Identification with the Brand and the Company

Gammoh, Bashar S.; Mallin, Michael L.; Pullins, Ellen Bolman

doi:10.1007/978-3-319-10873-5_25

Cited by 2 publications

(1 citation statement)

References 88 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Some recommendations can be suggested via this discussion. According to recent sales research (Gammoh et al, 2014), attributing positive values to the product/brand and associating those same values with the salesperson should serve to create positive affect and increase identification with the product/brand. Another means to increase brand identification is to associate the product/brand with other successful salespeople to create a sense of belonging to a community of high achieving sales professionals.…”

Section: Discussion and Managerial Implicationsmentioning

confidence: 99%

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

Gammoh

Mallin

Pullins

2014

Journal of Product &Amp; Brand Management

View full text Add to dashboard Cite

Access to this document was granted through an Emerald subscription provided by 383794 [] For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.

show abstract

Section: Discussion and Managerial Implicationsmentioning

confidence: 99%