Investigating firm level drivers of salesperson brand identification

Taking a social identity theory perspective, we uncover specific actions that firms can take to manage salespeople’s identification with the brands they sell. In particular, we identify five specific brand relationship investments that firms can leverage to increase a salesperson’s identification and engagement with a brand and, ultimately, performance: (1) tangible rewards, (2) communication, (3) productive consumption, (4) training, and (5)...