TY - JOUR
T1 - Does brand-relationships matter? The role of brand attachment in salesperson performance in retailing
AU - Chinelato, Flavia Braga
AU - Filho, Cid Gonçalves
AU - Júnior, Clodoaldo Lopes Nizza
N1 - Publisher Copyright:
© 2020, Flavia Braga Chinelato, Cid Gonçalves Filho and Clodoaldo Lopes Nizza Júnior.
PY - 2022/5/5
Y1 - 2022/5/5
N2 - Purpose: Salesperson performance is accepted as a relevant factor of retailing success. However, scarce studies reveal the relationship between sales performance and brand relationship. The purpose 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.
AB - Purpose: Salesperson performance is accepted as a relevant factor of retailing success. However, scarce studies reveal the relationship between sales performance and brand relationship. The purpose 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.
KW - Brand attachment
KW - Job satisfaction
KW - Organizational commitment
KW - Retailing
KW - Sales performance
KW - Salesperson
KW - Small business
UR - http://www.scopus.com/inward/record.url?scp=85129403611&partnerID=8YFLogxK
U2 - 10.1108/SJME-11-2020-0192
DO - 10.1108/SJME-11-2020-0192
M3 - Article
AN - SCOPUS:85129403611
SN - 2444-9695
VL - 26
SP - 117
EP - 144
JO - Spanish Journal of Marketing - ESIC
JF - Spanish Journal of Marketing - ESIC
IS - 1
ER -