The divergent effects of organizational identification on salesperson and customer outcomes in a friend-selling context

Beeler, Lisa; Chaker, Nawar N.; Gala, Prachi; Zablah, Alex R.

doi:10.1080/08853134.2019.1659741

Cited by 14 publications

(8 citation statements)

References 104 publications

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“…Therefore, companies targeting DT consumers could focus on advertising and social media content displaying material objects rather than social objects or experiences. While this research does help to identify consumers, it can further be extended to noticing and improvising behaviors in salespeople (Beeler et al , 2020) and in the upper echelons (Kashmiri et al , 2019) as their personalities can further influence marketing outcomes.…”

Section: Managerial Implicationsmentioning

confidence: 99%

Dark triad-consumer behavior relationship: the mediating role of consumer self-confidence and aggressive interpersonal orientation

Blair

Gala

Lunde

2022

JCM

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Purpose This study aims to investigate the consumer behavior of the Dark Triad (DT) personality traits. It investigates the sequential mediating role of consumer self-confidence and aggressive interpersonal orientation in the relationship between the DT personality traits (i.e., narcissism, psychopathy and Machiavellianism) and consumer behavior. Design/methodology/approach Using identity theory as a theoretical framework, the authors develop and assess a model linking the DT personality traits to consumer behavior, using two products: a watch and restaurant menu items, in different experimental settings. Findings Results from the two studies that surveyed consumers show that individuals with the DT personality traits have a positive significance of consumers’ attitudes, intent to recommend to others and purchase intentions, regardless of hedonic or utilitarian products. Further, consumer self-confidence mediates the DT–consumer behavior relationship, and this relationship is sequentially mediated by aggressive interpersonal orientation of the consumer. Research limitations/implications Consumer behavior researchers and marketing managers will have a better understanding of who DT consumers are and the variables associated with their consumption attitudes and intentions. This understanding allows marketers to focus on promotions to boost consumer self-confidence and aggressive interpersonal orientation of these DT consumers, which will increase their purchase intentions. Future researchers could replicate the results beyond an experimental design to improve the external validity of the findings, among other future research opportunities. Originality/value Our findings highlight the underlying reasons behind dark triad consumption behaviors. This furthers our understanding of dark triad consumers using identity theory as our theoretical framework.

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Section: Managerial Implicationsmentioning

confidence: 99%

Dark triad-consumer behavior relationship: the mediating role of consumer self-confidence and aggressive interpersonal orientation

Blair

Gala

Lunde

2022

JCM

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“…However, relatively less Role of social capital attention has been devoted to how salespeople's entrepreneurial actions and activities enable them to acquire idiosyncratic external resources (e.g. external ties, external social networks) (Beeler et al, 2020;Guenzi and Nijssen, 2020;Nguyen et al, 2018). Specifically, resource acquisition refers to proactive actions and activities that are initiated "to create certainty and improve the status quo through information seeking, relationship building and positive framing" (Zhao et al, 2020(Zhao et al, , p. 1338.…”

Section: Resource Acquisitionmentioning

confidence: 99%

“…However, relatively less attention has been devoted to how salespeople’s entrepreneurial actions and activities enable them to acquire idiosyncratic external resources (e.g. external ties, external social networks) (Beeler et al , 2020; Guenzi and Nijssen, 2020; Nguyen et al , 2018).…”

Section: Introductionmentioning

confidence: 99%

The impact of business-to-business salespeople’s social media use on value co-creation and cross/up-selling: the role of social capital

Badrinarayanan

Rangarajan

2022

EJM

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Purpose This study aims to develop and test a process model of the effect of social media use by business-to-business (B2B) salespeople on their value cocreation and cross/upselling performance. Adopting a research acquisition perspective, the authors claim that salesperson’s social media use is critical for generating social capital – an operant resource characterized by superior market knowledge, reputation and networking – which, in turn, directly and synergistically enhances value cocreation and cross/upselling outcomes. Design/methodology/approach A model is developed based on extant sales research on salesperson’s social media use and social capital theory. Data from B2B salespeople is analyzed using structural equation modeling to test the proposed hypotheses. Findings The results demonstrate that salespeople’s social media use enhances their social capital with support for direct effects on market knowledge and reputation, and indirect effect on networking. The results also show that the three aspects of social capital drive value cocreation, which enhances cross/upselling performance. Post hoc analysis shows the indirect effects of salesperson’s social media use as well as the interconnected effects of the aspects of social capital on value cocreation. Practical implications The study indicates that salespeople should be encouraged to use social media as a means for enhancing market knowledge and reputation, which can then be leveraged to build networking skills. Providing training to salespeople and coaching them on how to build their social capital is essential if organizations need to capitalize on novel ways to improve the value cocreation performance of their sales teams. Originality/value This study demonstrates how salespeople’s social media use can enhance their social capital, which, in turn, is critical for value cocreation and cross/upselling performance. The proposed framework opens opportunities for future studies to examine the role of salesperson social capital and value cocreation in B2B exchanges.

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“…Recent research efforts have used SIT and identification to specifically examine salesperson identification with the organization (Hughes, 2013; Hughes and Ahearne, 2010; Badrinarayanan and Laverie, 2011; Gammoh et al , 2014a; Allison et al , 2016; Lawrence and Kaufmann, 2019; Beeler et al , 2020). Salesperson organizational identification has been positively linked to outcome measures such as commitment, performance, sales effort and job satisfaction (Hughes and Ahearne, 2010; Badrinarayanan and Laverie, 2011; Gammoh et al , 2014a; Allison et al , 2016; Lawrence and Kaufmann, 2019; Hughes et al , 2019).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Dual foci of identification: the role of salesperson brand and organizational identification in driving brand performance

Gammoh

Mallin

Pullins

2020

JPBM

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Purpose This study aims to extend current research efforts by examining the dual role of salesperson brand and organizational identification in driving organizational citizenship behaviors, brand advocacy and ultimately brand market performance. Design/methodology/approach This study uses an online survey to collect data from a cross-sectional sample of salespeople. The measurement model and proposed research hypotheses are tested with SmartPLS. Findings Study results show that each level of identification has a stronger influence on the type of behaviors relevant to that foci of identification. That is, salesperson organizational identification has a significant and strong effect on organizational citizenship behavior while the influence of salesperson organizational identification on brand advocacy is not significant. Along the same lines, salesperson identification with the brand significantly influences brand advocacy behaviors but not their overall organizational citizenship behaviors. These empirical findings are consistent with assertions in the literature that variables (antecedents or outcomes) associated with identification at a certain level will have a stronger relationship with identification at that level. Originality/value Despite existing research efforts on the potential positive outcomes of salesperson identification, there is less empirical evidence regarding the dual role of brand and organizational identification. This research contributes to the current literature by proposing and empirically examining the differential (identity-matching) antecedents and outcomes of salespeople’s dual identification with the organization and the brand. Furthermore, existing research mostly focuses on organizational or sales management outcomes but not brand specifically related outcomes. Theoretically, this research draws on social identity theory to investigate the combined effect of salesperson brand and organizational identification on key brand-related outcomes. Managerially, this study provides empirically-based suggestions for managers interested in harnessing the power of identification.

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The divergent effects of organizational identification on salesperson and customer outcomes in a friend-selling context

Cited by 14 publications

References 104 publications

Dark triad-consumer behavior relationship: the mediating role of consumer self-confidence and aggressive interpersonal orientation

Dark triad-consumer behavior relationship: the mediating role of consumer self-confidence and aggressive interpersonal orientation

The impact of business-to-business salespeople’s social media use on value co-creation and cross/up-selling: the role of social capital

Dual foci of identification: the role of salesperson brand and organizational identification in driving brand performance

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