The dark side of salesperson brand identification in the luxury sector: When brand orientation generates management issues and negative customer perception
Abstract
While there is extensive literature on the positive impact of salesperson brand identification, we have little understanding about its negative effects in the luxury context where brand aura can generate deviant behavior. To investigate the negative consequences of salesperson brand identification in the luxury sector, we conducted qualitative studies, including observations and interviews with retail managers, salespeople and consumers. On the...
Paper Details
Title
The dark side of salesperson brand identification in the luxury sector: When brand orientation generates management issues and negative customer perception
Published Date
Sep 1, 2019
Journal
Volume
102
Pages
339 - 352
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