The role of manufacturers' salespeople in inducing brand advocacy by retail sales associates

Vishag Badrinarayanan, Debra Laverie

Research output: Contribution to journalArticle

8 Scopus citations

Abstract

As retail sales associates play a critical role in influencing in-store customer decisions by providing brand recommendations, manufacturers attempt to use a variety of strategies to induce brand advocacy of their respective brands. Toward this end, manufacturers have traditionally deployed their salespeople to cultivate and maintain brand-centric relationships with retail sales associates. However, little is known on how manufacturers' salespeople build such relationships and induce brand advocacy by retail sales associates, especially in retail environments where commissions and incentives are prohibited. This study develops and tests a theoretical model of the antecedents of relationships between manufacturers' salespeople and retail sales associates and the subsequent impact of such relationships on brand advocacy by retail sales associates.

Original languageEnglish
Pages (from-to)57-70
Number of pages14
JournalJournal of Marketing Theory and Practice
Volume21
Issue number1
DOIs
StatePublished - Jan 1 2013

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