haku: @author Robertson, T. / yhteensä: 6
viite: 3 / 6
| Tekijä: | Anderson, E. Robertson, T. |
| Otsikko: | Inducing multiline salespeople to adopt house brands |
| Lehti: | Journal of Marketing
1995 : APR, VOL. 59:2, p. 16-31 |
| Asiasana: | SALESMEN BRANDS MARKETING |
| Kieli: | eng |
| Tiivistelmä: | How can multiline providers induce their salespeople to sell house brands? Using both unobtrusive measures (archival data) and direct questions, the authors model the extent to which salespeople adopt house brands, as well as the salesperson's perception that selling house brands can pose contractual hazards and his or her dependence upon the employer. Results indicate that adoption of house brands is most pronounced for salespeople who are habitually successful, are more dependent on the firm, or receive high levels of company training. |
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