Stuck like glue: the formation and consequences of brand attachments among salespeople. Issue 3 (3rd July 2017)

• Record Type: Journal Article
• Authors: Gillespie, Erin Adamson; Noble, Stephanie M.
• Is Part Of: Journal of personal selling & sales management. Volume 37:Issue 3(2017)
• Page Start: 228
• Page End: 249
• Publication Date: 2017-07-03
• Subjects: attachment -- salesperson effort -- sales quota -- psychological ownership -- salesperson brand identification -- market share -- brand attachment; Selling -- Periodicals; Sales management -- Periodicals; 658.81
• DOI: 10.1080/08853134.2017.1348235
• Languages: English
• ISSNs: 0885-3134

Abstract

Abstract : Although managers and researchers put utmost importance on uncovering factors that affect effort and performance of sales representatives, they have largely overlooked a key factor. This research aims to remedy this neglect by shedding light on salesperson brand attachment. A qualitative study first examines the prevalence of attachment and uncovers several potential antecedents. Two follow-up empirical studies show that identification and psychological ownership are significant predictors of salesperson brand attachment. Informed by this research, managers can encourage brand attachment, with the end goal of increasing salesperson effort and ultimately performance, by increasing feelings of identification and psychological ownership among salespeople. This impact is particularly notable among brands with low market share, which are often a key concern of managers. The findings provide novel insights into how attachment affects sales representatives, as well as potential methods to cultivate such an attachment.