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| Tekijä: | Anisimova, T. Mavondo, F. T. |
| Otsikko: | The performance implications of company-salesperson corporate brand misalignment |
| Lehti: | European Journal of Marketing
2010 : VOL. 44:6, p. 771-795 |
| Asiasana: | cars sales salespeople job satisfaction |
| Vapaa asiasana: | corporate branding |
| Kieli: | eng |
| Tiivistelmä: | Global competition has increased a manufacturer focus on relationships and optimization of internal processes within distribution channels. A central theme of channel relationships and important theoretical proposition in corporate branding is achievement of alignment between corporate and stakeholder perspectives. The purpose of this study is to use a configurational theoretic approach to investigate how deviation of salespeople from the corporate perspective relates to their satisfaction and commitment. The results suggest that the effects of misalignment anre more complex than currently viewed in the literature. |
SCIMA