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Does brand-relationships matter? The role of brand attachment in salesperson performance in retailing
(Emerald, 2021-03-19)
Salesperson performance is accepted as a relevant factor of retailing success. However, scarce studies reveal the relationship between sales performance and brand relationship. The of this study is both, from one side, to empirically demonstrate the impact of salesperson brand attachment (SBA) on sales performance and, on the other side, to identify the mediators of this relationship in small retailing. Design/methodology/approach A survey was conducted with a sample of 206 small retailers from different sectors of an emerging country. The proposed model was tested using partial least squares–structural equation modeling (PLS-SEM) in SmartPLS3. Findings The results demonstrated that SBA is relevant to driving sales performance through two relevant paths – one following SBA–satisfaction–performance and one path following the SBA–commitment–performance. The model was able to explain 63% of the outcome performance. Practical implications Regarding small retailers, where the owners, employees and managers have higher levels of interaction than the large national retail chains, the marketing executives must invest in improving the attachment to the brand and create emotional bonds and cognition between marketers and the brand. They must develop strategies to promote job satisfaction and organizational commitment because they determine performance. Originality/value Despite the relevance of small businesses for economies worldwide and the importance of salesperson brand relationships, no study has been developed to demonstrate the impacts of such relationships on salesperson performance in retailing. Furthermore, in addition to the central role of organizational commitment in the sales research, to the best of the authors’ knowledge, this is the first study to explore how to mediate the relationship between brand attachment and sales performance.
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Customer-based brand equity and eWOM: the mediating effect of brand attachment in higher education
(Cogent OA, 2025-01-01)
The study aims to examine the relationship between customer-based brand equity, brand attachment, and electronic word-of-mouth in the context of higher education. Positive customer-based brand equity strengthens students' attachment to higher education institutions and encourages active sharing of experiences and opinions on social media platforms. This study used purposive sampling to select a sample of 707 postgraduate business students from business schools in Lima, Peru. The sample size was determined based on the total population and statistical power analysis, which guarantees an adequate sample size for robust analysis. Partial least squares structural equation modeling was used to test the proposed hypotheses. Results showed positive bilateral associations between customer-based brand equity and brand attachment and electronic word-of-mouth. Furthermore, brand attachment has a mediating role in the relationship between customer-based brand equity and electronic word-of-mouth. Additionally, customer-based brand equity can increase electronic word-of-mouth by directly increasing students' intention to share their experiences and indirectly fostering stronger brand attachment. Theoretical and practical implications of the association between study variables in higher education are discussed. Based on the results, specific strategies are proposed for practitioners to enhance the presence of higher education institutions on social media through student engagement in electronic word-of-mouth.
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