The Role of Affective Brand Commitment on Sales Effort

Autor:	Frank Q. Fu, Haim Mano, Chris Galloway, Michael T. Elliott
Rok vydání:	2017
Předmět:	Marketing Sales force business.industry 05 social sciences Theory of planned behavior Advertising Coaching Order (business) 0502 economics and business Intrinsic motivation Survey data collection 050211 marketing Business 050203 business & management
Zdroj:	Journal of Marketing Theory and Practice. 25:257-273
ISSN:	1944-7175 1069-6679
DOI:	10.1080/10696679.2017.1311215
Popis:	This research delineates the effects of salespeople’s affective brand commitment on their brand sales effort by proposing an integrated model incorporating the Theory of Planned Behavior (TPB) and the Motivation, Opportunity, and Ability (MOA) Theory. Using survey data collected from 136 field salespeople, the authors demonstrate that affective brand commitment not only positively influences sales effort, but also mediates the effects of salespeople’s attitude, self-efficacy, and intrinsic motivation on brand sales effort. The study also identifies an interesting three-way interaction effect of affective brand commitment, self-efficacy, and intrinsic motivation on sales effort. These results provide important implications for sales managers to develop appropriate sales force recruitment, sales training, and coaching strategies in order to improve sales performance.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::0e93c0668afb6a201ce82da023c0589d https://doi.org/10.1080/10696679.2017.1311215 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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