The Role of Affective Brand Commitment on Sales Effort

This research delineates the effects of salespeople’s affective brand commitment on their brand sales effort by proposing an integrated model incorporating the Theory of Planned Behavior (TPB) and the Motivation, Opportunity, and Ability (MOA) Theory. Using survey data collected from 136 field salespeople, the authors demonstrate that affective brand commitment not only positively influences sales effort, but also mediates the effects of...