Should Firms Encourage Salespeople to Promote House Brands in Customer Interaction? An Empirical Investigation of Financial Outcomes and Customer Response
Kraus, Florian
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Rajab, Thomas
;
Wieseke, Jan
URL:
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https://ssrn.com/abstract=2183199
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Document Type:
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Article
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Year of publication:
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2012
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The title of a journal, publication series:
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Schmalenbach Business Review : Sbr
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Volume:
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64
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Issue number:
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4
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Page range:
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331-363
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Place of publication:
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Düsseldorf
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Publishing house:
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Verl.-Gruppe Handelsblatt
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ISSN:
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1439-2917 , 2194-072X
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Publication language:
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English
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Institution:
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Business School > Dr. Werner Jackstädt Stiftungslehrstuhl für Sales & Services Marketing (Kraus 2011-)
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Subject:
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330 Economics
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Keywords (English):
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Adaptive selling , empathy , hierarchical linear modeling , house brands , personal selling , relationship marketing , store loyalty
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Abstract:
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Many retailers and service providers sell their house brands side by side with competing brands of other suppliers. Although many firms encourage their salespeople to favor in-house products when serving customers, investigators have failed to examine the effect this practice may have on customers. This study combines archival and survey data from the tourism sector to explore this research void. First, we analyze the effect of salespeople’s intentions to promote house brands (IHB) on stores’ housebrand sales, a link previous studies have not explicitly tested. Second, drawing on attribution theory, we hypothesize that salespeople’s IHB will have a negative impact
on customers’ perceptions of salesperson customer orientation and on customers’ store loyalty. We find that salespeople’s IHB positively influences stores’ house-brand sales and negatively influences both customer variables. Further analysis shows that the moderation effects of adaptive selling, sales empathy, and customer familiarity with the salesperson can mitigate IHB’s negative impact on customer response. These findings offer a new perspective in the discussion of the benefits and detriments of salespeople’s promotions of in-house products.
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| Dieser Eintrag ist Teil der Universitätsbibliographie. |
Search Authors in
BASE:
Kraus, Florian
;
Rajab, Thomas
;
Wieseke, Jan
Google Scholar:
Kraus, Florian
;
Rajab, Thomas
;
Wieseke, Jan
ORCID:
Kraus, Florian ORCID: https://orcid.org/0000-0001-6807-6544, Rajab, Thomas and Wieseke, Jan
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