This ad’s for you: the indirect effect of advertising perceptions on salesperson effort and performance

Volume: 41, Issue: 1, Pages: 1 - 18
Published: Jan 1, 2013
Abstract
Considerable research explores advertising’s role in influencing consumer perceptions and behavior. However, advertising’s impact on another key audience—the sales force—has been largely overlooked. Drawing from social identity and expectancy theories, and using survey and objective performance data across multiple wholesalers, the authors demonstrate that a salesperson’s perception of brand advertising has a significant effect on salesperson...
Paper Details
Title
This ad’s for you: the indirect effect of advertising perceptions on salesperson effort and performance
Published Date
Jan 1, 2013
Volume
41
Issue
1
Pages
1 - 18
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