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Understanding the adoption of new brands through salespeople : a multilevel framework
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Wieseke, Jan, Homburg, Christian and Lee, Nick (2008) Understanding the adoption of new brands through salespeople : a multilevel framework. Journal of the Academy of Marketing Science, 36 (2). pp. 278-291. doi:10.1007/s11747-007-0055-z ISSN 0092-0703.
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Official URL: http://dx.doi.org/10.1007/s11747-007-0055-z
Abstract
So far there has been scant empirical attention paid to the role of the sales force in the adoption of new brands in the early implementation stages. We test a framework of internal (sales manager and salespeople) brand adoption using an empirical multilevel study. Our findings suggest that the construct of expected customer demand (ECD) plays an important role in sales force brand adoption. First, ECD directly influences salespeople’s and sales managers’ brand adoption. Second, ECD serves as a cross-level moderator of new brand adoption transmission. We find the influence of sales managers’ brand adoption on salespeople’s brand adoption to be stronger when salespeople’s ECD is lower.
Item Type: | Journal Article | ||||
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Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School |
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Journal or Publication Title: | Journal of the Academy of Marketing Science | ||||
Publisher: | Springer | ||||
ISSN: | 0092-0703 | ||||
Official Date: | 2008 | ||||
Dates: |
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Volume: | 36 | ||||
Number: | 2 | ||||
Page Range: | pp. 278-291 | ||||
DOI: | 10.1007/s11747-007-0055-z | ||||
Status: | Peer Reviewed | ||||
Publication Status: | Published |
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