LAUSR

About LAUSR
Donate
Contact Us

Follow us:

You are not signed in:

Sign Up!


   Articles with "affective brand" as a keyword



The Role of Affective Brand Commitment on Sales Effort

Sign Up to like & get
recommendations! Published in 2017 at "Journal of Marketing Theory and Practice"

DOI: 10.1080/10696679.2017.1311215

Abstract: This research delineates the effects of salespeople’s affective brand commitment on their brand sales effort by proposing an integrated model incorporating the Theory of Planned Behavior (TPB) and the Motivation, Opportunity, and Ability (MOA) Theory.… read more here.

Keywords: brand commitment; brand; sales effort; affective brand ... See more keywords