|
Resolving conflict over salespeople's brand adoption in franchised channels of distribution
Rajab, Thomas
;
Kraus, Florian
;
Wieseke, Jan
|
DOI:
|
https://doi.org/10.1007/s11846-012-0091-z
|
|
URL:
|
http://link.springer.com/article/10.1007%2Fs11846-...
|
|
Dokumenttyp:
|
Zeitschriftenartikel
|
|
Erscheinungsjahr:
|
2013
|
|
Titel einer Zeitschrift oder einer Reihe:
|
Review of Managerial Science : RMS
|
|
Band/Volume:
|
7
|
|
Heft/Issue:
|
4
|
|
Seitenbereich:
|
443-473
|
|
Ort der Veröffentlichung:
|
Berlin [u.a.]
|
|
Verlag:
|
Springer
|
|
ISSN:
|
1863-6683 , 1863-6691
|
|
Sprache der Veröffentlichung:
|
Englisch
|
|
Einrichtung:
|
Fakultät für Betriebswirtschaftslehre > Dr. Werner Jackstädt Stiftungslehrstuhl für Sales & Services Marketing (Kraus 2011-)
|
|
Fachgebiet:
|
330 Wirtschaft
|
|
Freie Schlagwörter (Englisch):
|
Sales management , Franchising , Channel relationships , Own brands , Hierarchical linear modeling
|
|
Abstract:
|
Abstract Many franchise-based retail outlets offer both the franchisor-owned
brand and brands of competitors or independent suppliers. As salespeople may
influence customers’ brand choices considerably, an important concern for franchisors
is how to raise salespeople’s selling preferences for the franchisor-owned
brand. However, the channel administration literature suggests that salespeople may
not automatically favor the franchisor’s brand over other brand lines. While a large
body of research examines franchise–channel relationships, previous investigations
have conspicuously overlooked this channel conflict. In proposing a conceptual
model grounded in the behavioral sciences, this study analyzes how franchisors can
induce salespeople to advocate their brand by fostering the intention to promote the
franchisor-owned brand (IFOB) in customer interaction. The results of an empirical
field study show that individual brand promotion depends on factors such as
salespeople’s identification with the franchisor and their tenure with the organization,
as well as on the franchisor’s prestige and administration of the franchise.
Moreover, we find that franchisees’ IFOB transfers to salespeople, but only if
franchisees display a charismatic leadership style. We discuss these findings in light of extant theory and empirical evidence and derive several managerially relevant
implications for the administration of franchised retail channels.
|
 | Dieser Eintrag ist Teil der Universitätsbibliographie. |
 Suche Autoren in
BASE:
Rajab, Thomas
;
Kraus, Florian
;
Wieseke, Jan
Google Scholar:
Rajab, Thomas
;
Kraus, Florian
;
Wieseke, Jan
ORCID:
Rajab, Thomas, Kraus, Florian  ORCID: https://orcid.org/0000-0001-6807-6544 and Wieseke, Jan
Sie haben einen Fehler gefunden? Teilen Sie uns Ihren Korrekturwunsch bitte hier mit: E-Mail
Actions (login required)
 |
Eintrag anzeigen |
|
|
