TITLE

Understanding the adoption of new brands through salespeople: a multilevel framework

AUTHOR(S)
Wieseke, Jan; Homburg, Christian; Lee, Nick
PUB. DATE
June 2008
SOURCE
Journal of the Academy of Marketing Science;Summer2008, Vol. 36 Issue 2, p278
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
So far there has been scant empirical attention paid to the role of the sales force in the adoption of new brands in the early implementation stages. We test a framework of internal (sales manager and salespeople) brand adoption using an empirical multilevel study. Our findings suggest that the construct of expected customer demand (ECD) plays an important role in sales force brand adoption. First, ECD directly influences salespeople's and sales managers' brand adoption. Second, ECD serves as a cross-level moderator of new brand adoption transmission. We find the influence of sales managers' brand adoption on salespeople's brand adoption to be stronger when salespeople's ECD is lower.
ACCESSION #
32509176

 

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