Energizing the Reseller's Sales Force:The Power of Brand Identification
研究经销商销售人员的品牌认同和组织认同如何影响品牌与渠道的销售业绩，以及品牌认同带来的额外角色行为，对制造商和渠道管理者有参考价值。
Abstract A manufacturer's success in the marketplace is contingent in part on its ability to energize its downstream channel members in support of its brands. Gaining the focused effort of the reseller's sales personnel is particularly important, and this has become increasingly challenging as resellers broaden their brand portfolios in the wake of industry consolidation. This study reveals a motivating influence that can potentially be harnessed by both manufacturer and channel member: identification. Using a multilevel analysis, the authors explore the sometimes conflicting impact of salesperson brand identification, salesperson organizational identification, and manufacturer–channel member control system alignment on brand and channel member sales performance. The authors also examine favorable extra-role consequences of salesperson brand identification. The results show that while organizational identification strengthens salesperson adherence to controls, brand identification can increase salesperson...