Impacts of salesperson-brand relationship on performance of salesperson in retailing

Cid Filho Gonçalves, Clodoaldo Lopes Nizza Júnior, Flavia Braga Chinelato


In competitive markets with many brand options, pursuing a differential has been a recurring task for companies today. In this sense people have become an important asset in the company and several studies focused on the relationship of consumers with brands. But few studies have investigated other types of brand relationships, such as that of the seller in this scenario, and how this relationship can impact sales performance. This research aims to understand the background of the performance of retail salespeople, this work unprecedentedly integrates the concepts of Salesperson-Brand Relationship (SBR) and Salesperson-Brand Attachment (SBA). For this, a survey was conducted with 206 vendors. This is one of the first researches that seeks to develop an integrative model of the seller-brand relationship and its consequences, the work demonstrates significant relationships between SBR and SBA, job satisfaction and sales performance. The main results indicate that the seller-brand relationship impacts the performance of small retailers, since results show that the seller's relationship with the brand plays a significant role in their performance, commitment, effort and satisfaction with work. According to the survey results, companies wanting retail sales performance should build "Brand Attachment" on their sales team to drive job satisfaction and commitment.


Salesperson-Brand Relationship (SBR); salesperson-brand attachment (SBA); salespeople performance; retail


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Revista de Administração da UFSM. Brazilian Journal of Management

Universidade Federal de Santa Maria, Santa Maria, Rio Grande do Sul, Brasil, eISSN 1983-4659