TITLE

THE RELEVANCE OF AUTHENTICITY IN PERSONAL SELLING: IS GENUINENESS AN ASSET OR LIABILITY?

AUTHOR(S)
Schaefer, Allen D.; Pettijohn, Charles E.
PUB. DATE
January 2006
SOURCE
Journal of Marketing Theory & Practice;Winter2006, Vol. 14 Issue 1, p25
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Salespeople have traditionally been viewed as phony and manipulative. However, the profession is evolving to become more customer-needs focused. This research is developed to evaluate salesperson authenticity and its relationship to performance, professional commitment, and intent to stay in the profession. To date, no reported personal selling research has specifically explored these variables. This research reports results intended to address this void. Implications for personal selling and sales management practice and research are offered.
ACCESSION #
21580258

 

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