Developing a Sales Force – Brand Relationships Scale

Auteurs: Michaela Merk et Géraldine Michel

29ème Congrès de l'AFM

16-17 Mai 2013, La Rochelle

 

Abstract: In times, when retailers are looking for solutions to improve their performance, it is important to study the relationship that salespeople have established with the brands they sell in a multi-brand environment. Based upon “Consumer-Brand Relationship Theories” on one hand and upon a qualitative study among salespeople of two cosmetic retailers on the other, this present research aimed at developing a “Sales Force – Brand Relationship” Scale in three dimensions: affective, trust and recognition. The results of this study show the reliability and validity of the scale and open new paths for future research in order to better understand the antecedents and effects of the relationship between salespeople and the brands they sell in a multi-brand retail environment.

Key-words: sales force-brand relationships, brand affect, recognition, multi-brand retailers