The performance implications of company-salesperson corporate brand misalignment

European Journal of Marketing

Volumn 44, Issue 6, 2010, Pages 771-795

  Anisimova, Tatiana ^a   Mavondo, Felix T ^b  

^a Direction First ^*  (Australia)

^b MONASH UNIVERSITY   (Australia)

Author keywords

Automotive industry; Corporate branding; Job satisfaction; Sales

Indexed keywords

EID: 77952759101     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090561011032711     Document Type: Article

References (126)

1. Aaker, D. (1996), "Measuring brand equity across products and markets" in California Management Review, Vol. 38, No. 3, pp. 102-20.
2. Aaker, D. (2004), "Leveraging the corporate brand" in California Management Review, Vol. 46, No. 3, pp. 6-18.
3. Abratt, R. (1989), "A new approach to the corporate image management process" in Journal of Marketing Management, Vol. 5, No. 1, pp. 63-76.
4. Albert, S. and Whetten, D. (1985), "Organisational identity" in Cummings, L. and Staw, B. (Eds.), Research in Organisational Behavior, JAI Publishing, Greenwich, CT, pp. 263-95.
5. Andriopoulos, C. and Gotsi, M. (2001), "'Living' the corporate identity: case studies from the creative industry" in Corporate Reputation Review, Vol. 4, No. 2, pp. 144-54.
6. Atuahene-Gima, K. (2005), "Resolving the capability-rigidity paradox in new product innovation" in Journal of Marketing, Vol. 69, No. 4, pp. 61-83.
7. Bagozzi, R. (1978), "Salesforce performance and job satisfaction as a function of individual difference, interpersonal, and situational factors" in Journal of Marketing Research, Vol. 15, pp. 517-31.
8. Balmer, J.M.T. (1995), "Corporate branding and connoisseurship" in Journal of General Marketing, Vol. 21, No. 1, pp. 24-45.
9. Balmer, J.M.T. (2001a), "Corporate identity, corporate branding and corporate marketing - seeing through the fog" in European Journal of Marketing, Vol. 35, Nos 3/4, pp. 248-91.
10. Balmer, J.M.T. (2001b), "The three virtues and seven deadly sins of corporate brand management" in Journal of General Management, Vol. 27, No. 1, pp. 1-17.
11. Balmer, J.M.T. and Gray, E.R. (2003), "Corporate brands: what are they?, What of them?", European Journal of Marketing, Vol. 37, Nos 7/8.
12. Baruch, Y. (1998), "The rise and fall of organizational" in Human Systems Management, Vol. 17, pp. 135-43.
13. Bentler, P. and Bonett, D. (1980), "Significance tests and goodness of fit in the analysis of covariance structures" in Psychological Bulletin, Vol. 88, No. 3, pp. 588-606.
14. Bergstrom, A., Blumenthal, D. and Crothers, S. (2002), "Why internal branding matters: the case of Saab" in Corporate Reputation Review, Vol. 5, Nos 2-3, pp. 133-42.
15. Blombäck, A. and Axelsson, B. (2006), "The role of corporate brand image in the selection of new subcontractors" in Journal of Business & Industrial Marketing, Vol. 22, No. 6, pp. 418-30.
16. Brown, T. and Dacin, P. (1997), "The company and the product: corporate associations and consumer product responses" in Journal of Marketing, Vol. 61, No. 1, pp. 68-84.
17. Brown, T., Dacin, P., Pratt, M. and Whetten, D. (2006), "Identity, intended image, construed image, and reputation: an interdisciplinary framework and suggested terminology" in Journal of the Academy of Marketing Science, Vol. 34, No. 2, pp. 99-106.
18. Burghausen, M. and Fan, Y. (2002), "Corporate branding in the retail sector: a pilot study" in Corporate Communications: An International Journal, Vol. 7, No. 2, pp. 92-9.
19. Cable, D. and DeRue, D. (2002), "The congruent and discriminant validity of subjective fit perceptions" in Journal of Applied Psychology, Vol. 87, No. 5, pp. 875-84.
20. Cambell, A. (1999), "Brand architecture: a method to the madness" in Inforworks! Information Design and Content Strategy, pp. 1-6.
21. Chatman, J. (1989), "Improving interactional organizational research: a model of person-organization fit" in Organizational Behaviour and Human Decision Processes, Vol. 68, No. 3, pp. 194-207.
22. Chun, R. and Davies, G. (2006), "The influence of corporate character on customers and employees: exploring similarities and differences" in Journal of the Academy of Marketing Science, Vol. 34, No. 2, pp. 138-46.
23. Churchill, G., Ford, N. and Walker, O. (1974), "Measuring the job satisfaction of industrial salesmen" in Journal of Marketing Research, Vol. 11, August, pp. 254-60.
24. Collins, J. and Porras, J. (1996), Built to Last. Successful Habits of Visionary Companies, Harper, London.
25. Dacin, P. and Brown, T. (2002), "Corporate branding, identity, and customer response" in Journal of the Academy of Marketing Science, Spring, pp. 95-8.
26. Daffey, A. and Abratt, R. (2002), "Corporate branding in a banking environment" in Corporate Communications: An International Journal, Vol. 7, No. 2, pp. 87-91.
27. Darby, D. and Daniel, K. (1999), "Factors that influence nurses' customer orientation" in Journal of Nursing Management, Vol. 7, pp. 271-80.
28. Davies, G., Chun, R., da Silva, V. and Roper, S. (2004), "A corporate character scale to assess employee and customer views of organization reputation" in Corporate Reputation Review, Vol. 7, No. 2, pp. 125-46.
29. de Chernatony, L. and Cottam, S. (2006), "Why are all financial services brands not great?" in Journal of Product & Brand Management, Vol. 5, No. 2, pp. 88-97.
30. Dowling, G. (1988), "Measuring corporate images: a review of alternative approaches" in Journal of Business Research, Vol. 17, No. 1, pp. 27-34.
31. Dowling, G. (1993), "Developing your company image into a corporate asset" in Long Range Planning, Vol. 26, No. 2, pp. 101-9.
32. Dyer, L. and Parker, D. (1975), "Classifying outcomes in work motivation research" in Journal of Applied Psychology, Vol. 60, August, pp. 455-63.
33. Firth, L., Mello, D., Moore, K. and Loquet, C. (2004), "How can managers reduce employee intention to quit?" in Journal of Managerial Psychology, Vol. 19, No. 2, pp. 170-87.
34. Fombrun, C., Gardberg, N. and Sever, J. (2000), "The reputation quotient: a multiple stakeholder measure of corporate reputation" in The Journal of Brand Management, Vol. 7, No. 4, pp. 241-55.
35. Fornell, C. and Larcker, D. (1981), "Evaluating structural equation models with unobservable variable and measurement error" in Journal of Marketing Research, Vol. 18, February, pp. 39-50.
36. Galea, C. (2004), "The 2004 compensation survey" in Sales and Marketing Management, May, pp. 29-30.
37. Gapp, R. and Merrilees, B. (2006), "Important factors to consider when using internal branding as a management strategy: a healthcare case study" in Journal of Brand Management, Vol. 14, Nos 1/2, pp. 162-76.
38. Glisson, C. and Durick, M. (1988), "Predictors of job satisfaction and organizational commitment in human services organizations" in Administrative Science Quarterly, Vol. 33, No. 1, pp. 61-81.
39. Gresov, C. and Drazin, R. (1997), "Equifinality: functional equivalence in organization design" in Academy of Management Review, Vol. 22, No. 2, pp. 403-28.
40. Grönroos, C. (1999), "Relationship marketing: challenges for the organization" in Journal of Business Research, Vol. 46, No. 3, pp. 327-35.
41. Harris, F. and de Chernatony, L. (2001), "Corporate branding and corporate brand performance" in European Journal of Marketing, Vol. 35, pp. 441-56.
42. Hatch, M. and Schultz, M. (2000), "Scaling the Tower of Babel: relational differences between identity, image and culture in organizations" in Schultz, M., Hatch, M. and Larsen, M. (Eds.), Oxford University Press, Oxford, pp. 13-35.
43. Hatch, M. and Schultz, M. (2003), "Bringing the corporation into corporate branding" in European Journal of Marketing, Vol. 37, Nos 7/8, pp. 1041-64.
44. Herzberg, F., Maunser, B. and Snyderman, B. (1959), The Motivation to Work, John Wiley & Sons Inc., New York, NY.
45. Hoffman, K. and Ingram, T. (1992), "Service provider job satisfaction and customer" in Journal of Services Marketing, No. 2, pp. 68-78.
46. Ind, N. (1997), The Corporate Brand, Macmillan Press, Basingstoke.
47. Jernigan, I. III, Beggs, J. and Kohut, G. (2002), "Dimensions of work satisfaction as predictors of commitment type" in Journal of Managerial Psychology, Vol. 17, No. 7, pp. 564-79.
48. Jick, T. (1979), "Mixing qualitative and quantitative methods: triangulation in action" in Administrative Science Quarterly, Vol. 24, December, pp. 602-11.
49. Kabadayi, S., Eyuboglu, N. and Thomas, G. (2007), "The performance implications of designing multiple channels to fit with strategy and environment" in Journal of Marketing, Vol. 71, October, pp. 195-211.
50. Kapferer, J-N. (1998), "The role of branding in medical prescription: an empirical investigation", HCE working paper, Jouy Josa.
51. Kapferer, J-N. (2004), The New Strategic Brand Management, Kogan Page, London.
52. Kay, M. (2006), "Strong brands and corporate brands" in European Journal of Marketing, Vol. 40, Nos 7/8, pp. 742-60.
53. Keaveney, S. and Nelson, J. (1993), "Coping with organizational role stress: intrinsic motivational orientation, perceived role benefits, and psychological withdrawn" in Journal of Academy of Marketing Science, Vol. 21, Spring, pp. 113-24.
54. Keller, K.L. (1999), "Brand mantras: rationale, criteria and examples" in Journal of Marketing Management, Vol. 15, pp. 43-51.
55. Keller, K. (2000), "Building and managing corporate brand equity" in Schultz, M. and Hatch, M. (Eds.), The Expressive Organization: Identity, Reputation and Corporate Branding, Oxford University Press, Oxford, pp. 115-37.
56. Keller, K. (2003), "Brand synthesis: the multidimensionality of brand knowledge" in Journal of Consumer Research, Vol. 29, March, pp. 595-600.
57. Keller, K. and Aaker, D. (1998), "The impact of corporate marketing on a company's brand extensions" in Corporate Reputation Review, Vol. 1, No. 4, pp. 356-78.
58. King, S. (1991), "Brand building in the 1990s" in Journal of Marketing Management, Vol. 7, No. 1, pp. 3-13.
59. Knox, S. and Bickerton, D. (2003), "The six conventions of corporate branding" in European Journal of Marketing, Vol. 37, Nos 7/8, pp. 998-1116.
60. Leitch, S. and Motion, J. (1999), "Multiplicity in corporate identity strategy" in Corporate Communications: An International Journal, Vol. 4, No. 4, pp. 193-9.
61. Lok, P. and Crawford, J. (2001), "Antecedents of organizational commitment and the mediating role of job satisfaction" in Journal of Managerial Psychology, Vol. 16, No. 8, pp. 594-613.
62. Low, G., Gravens, D., Grant, K. and Moncrief, W. (2001), "Antecedents and consequences of salesperson burnout" in European Journal of Marketing, Vol. 35, Nos 5/6, pp. 587-611.
63. Macrae, C. (1999), "Brand reality editorial" in Journal of Marketing Management, Vol. 15, pp. 1-24.
64. Maignan, I. and Ferrel, O. (2004), "Corporate social responsibility and marketing: an integrative framework" in Journal of the Academy of Marketing Science, Vol. 32, No. 1, pp. 3-19.
65. Merrilees, B. and Miller, D. (2008), "Principles of corporate re-branding", European Journal of Marketing, Vol. 42, Nos 5/6.
66. Meyer, J. and Allen, N. (1991), "A three-component conceptualization of organizational commitment" in Human Resource Management Review, Vol. 1, No. 1, pp. 64-98.
67. Morgan, F., Deeter-Schmeltz, D. and Moberg, C. (2007), "Branding implications of partner firm-local firm relationships in business-to-business service networks" in Journal of Business & Industrial Marketing, Vol. 22, No. 6, pp. 372-82.
68. Morsing, M. (2006), "Corporate moral branding: limits to aligning employees" in Corporate Communications: An International Journal, Vol. 11, No. 2, pp. 97-108.
69. Mowday, R. (1998), "Reflections on the study and relevance of organizational commitment" in Human Resource Management Review, Vol. 8, No. 4, pp. 387-402.
70. Mowday, R., Steers, R. and Porter, L. (1979), "The measurement of organizational commitment" in Journal of Vocational Behaviour, Vol. 14, April, pp. 224-47.
71. Nguyen, N. and Leblanc, G. (2002), "Contact personnel, physical environment and the perceived corporate image of intangible services by new clients" in International Journal of Service Industry Management, Vol. 13, No. 3, pp. 242-62.
72. Olins, W. (2000), "How brands are taking over the corporation" in Schultz, M., Hatch, M. and Larsen, M. (Eds.), The Expressive Organization: Linking Identity, Reputations, and the Corporate Brand, Oxford University Press, Oxford, pp. 51-65.
73. Omar, O. and Blankson, C. (2000), "New car retailing: an assessment of car manufacturers' fairness on main dealers" in Journal of Strategic Marketing, Vol. 8, No. 3, pp. 261-75.
74. Onyemah, V. (2005), "How inconsistent sales force control systems hinder sales and marketing objectives", paper presented at MSI Board of Trustees' Meeting, Boston, April, pp. 14-15.
75. Piercy, N., Cravens, D., Lane, N. and Vorhies, D. (2006), "Driving organizational citizenship behaviours and salesperson in-role behaviour performance: the role of management control and perceived organizational support" in Journal of the Academy of Marketing Science, Vol. 34, No. 2, pp. 244-62.
76. Porter, L., Steers, R., Monday, R. and Boulian, P. (1974), "Organizational commitment, job satisfaction, and turnover among psychiatric technicians" in Journal of Applied Psychology, Vol. 59, No. 5, pp. 603-9.
77. Powell, S. and Ennis, E. (2007), "Organisational marketing in the creative industries" in Qualitative Market Research: An International Journal, p. 104.
78. Rao, V., Agrawal, R. and Dahlhoff, D. (2004), "How is manifest branding strategy related to the intangible value of a corporation?" in Journal of Marketing, Vol. 68, October, pp. 126-41.
79. Samli, C. and Lincoln, D. (1989), "Management versus CUS-level theories" in Samli, C. (Ed.), Retail Marketing Strategy, Quorum Books, Westport, CT, pp. 165-74.
80. Samli, C., Kelly, P. and Hunt, K. (1998), "Improving the retail performance by contrasting management- and customer-perceived store images: a diagnostic tool for corrective action" in Journal of Business Research, Vol. 43, No. 1, pp. 27-38.
81. Schiffman, L. and Kanuk, L. (1991), Consumer Behavior, 4th ed., Prentice-Hall International, Englewood Cliffs, NJ.
82. Schultz, M. (2005), "A cross-disciplinary perspective on corporate branding" in Schultz, M.J., Antorini, Y.M. and Csaba, F.F. (Eds.), Towards the Second Wave of Corporate Branding: Purpose, People, Process, Copenhagen Business Press, Copenhagen, pp. 24-55.
83. Schultz, M. and de Chernatony, L. (2002), "The challenges of corporate branding" in Corporate Reputation Review, Vol. 5, Nos 2/3, pp. 105-12.
84. Sharma, A. and Levy, M. (2003), "Salespeople's affect toward customers. Why should it be important for retailers?" in Journal of Business Research, Vol. 56, No. 7, pp. 523-8.
85. Snipes, R., Oswald, S., La Tour, M. and Armenakis, A. (2005), "The effects of specific job satisfaction facets on customer perceptions of service quality: an employee-level analysis" in Journal of Business Research, Vol. 58, No. 10, pp. 1330-9.
86. Sohi, R. (1996), "The effects of environmental dynamism and heterogeneity on salespeople's role perceptions, performance and job satisfaction" in European Journal of Marketing, Vol. 30, No. 7, pp. 49-67.
87. Stuart, H. (1999), "Towards a definitive model of the corporate identity management process" in Corporate Communications: An International Journal, Vol. 4, No. 4, pp. 200-7.
88. Sweeney, J. and Soutar, G. (2001), "Consumer perceived value: the development of a multiple item scale" in Journal of Retailing, Vol. 77, pp. 203-20.
89. Urde, M. (2003), "Core value-based corporate brand building" in European Journal of Marketing, Vol. 37, Nos 7/8, pp. 1017-40.
90. Vallaster, C. and de Chernatony, L. (2006), "Internal brand building and structuration: the role of leadership" in European Journal of Marketing, Vol. 40, Nos 7/8, pp. 761-84.
91. Veloustsou, C. and Panigyrakis, G. (2004), "Consumer brand managers' job stress, job satisfaction, perceived performance and intention to leave" in Journal of Marketing Management, Vol. 20, pp. 105-31.
92. Venkatraman, N. (1989), "The concept of fit in strategy research: toward verbal and statistical correspondence" in The Academy of Management Review, Vol. 14, No. 3, pp. 423-44.
93. Venkatraman, N. (1990), "Performance implications of strategic coalignment: a methodological perspective" in Journal of Management Studies, Vol. 27, No. 1, pp. 19-41.
94. Venkatraman, N. and Prescott, J. (1990), "Environment-strategy coalignment: an empirical test of its performance implications" in Strategic Management Journal, Vol. 11, No. 1, pp. 1-23.
95. Vorhies, D. and Morgan, N. (2005), "Benchmarking marketing capabilities for sustainable competitive advantage" in Journal of Marketing, Vol. 69, No. 1, pp. 80-94.
96. Warr, P. (1990), "Decision latitude, job demands, and employee wellbeing" in Work & Stress, Vol. 4, No. 4, pp. 285-94.
97. Weitz, B. and Bradford, K. (1999), "Personal selling and sales management: a relationship marketing perspective" in Journal of Personal Selling & Sales Management, Vol. 27, No. 2, pp. 241-54.
98. Yaniv, E. and Farkas, F. (2005), "The impact of person-organization fit on the corporate brand perceptions of employees and of customers" in Journal of Change Management, Vol. 5, No. 4, pp. 447-61.
99. Aaker, D. (2005), Strategic Market Management, 7th ed., John Wiley, New York, NY.
100. Antorini, Y. and Csaba, F. (2005) in Towards the Second Wave of Corporate Branding: Purpose. People, Process, Copenhagen Business Press, Copenhagen, pp. 24-55.
101. Babin, L. and Burns, A. (1998), "A modified scale for the measurement of communication-evoked mental imagery" in Psychology and Marketing, Vol. 15, No. 3, pp. 261-78.
102. Brashear, T., Lepkowska-White, E. and Chelariu, C. (2003), "An empirical test of antecedents and consequences of salesperson job satisfaction among Polish retail salespeople" in Journal of Business Research, Vol. 56, No. 12, pp. 971-8.
103. Cambell, A. and Tawaday, K. (1990), Mission and Business Philosophy, Heinemann, Oxford.
104. Da Silva, R. and Syed Alwi, S. (2006), "Cognitive, affective attributes and conative, behavioural responses in retail corporate branding" in European Journal of Marketing, Vol. 15, No. 5, pp. 293-305.
105. Davis, S. (2000), Brand Asset Management, Jossey-Bass, San Francisco, CA.
106. de Chernatony, L. and Segal-Horn, S. (2003), "The criteria for successful services brands" in European Journal of Marketing, Vol. 37, Nos 7/8, pp. 1095-118.
107. de Chernatony, L., Dall'Olmo Rilley, F. and Harris, F. (1998), "Criteria to assess brand success" in Journal of Marketing Management, Vol. 14, No. 7, pp. 765-81.
108. Doyle, P. (1989), "Building successful brands: the strategic options" in Journal of Marketing Management, Vol. 5, pp. 77-95.
109. Doyle, P. (1992), "What are excellent companies?" in Journal of Marketing Management, Vol. 8, pp. 101-16.
110. Einwiller, S. and Will, M. (2002), "Towards an integrated approach to corporate branding - an empirical study" in Corporate Communication: An International Journal, Vol. 7, No. 2, pp. 100-9.
111. Gustafsson, A., Johnson, M. and Inger, R. (2005), "The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention" in Journal of Marketing, Vol. 69, October, pp. 210-18.
112. Hoeffler, S. and Keller, K. (2002), "Building brand equity through corporate societal marketing" in Journal of Public Policy and Marketing, Vol. 21, No. 1, pp. 78-89.
113. Hong-Wei, H. and Balmer, J.M.T. (2007), "Identity studies: multiple perspective and implications for corporate-level marketing" in European Journal of Marketing, Vol. 41, Nos 7/8, pp. 765-85.
114. Hsieh, M., Pan, S. and Sentiono, R. (2004), "Product, corporate-, and country-image dimensions and purchase behaviour: a multicountry analysis" in Journal of the Academy of Marketing Science, Vol. 32, No. 3, pp. 251-70.
115. Huber, F. and Hermann, A. (2001), "Achieving brand and dealer loyalty: the case of the automotive industry" in The International Review of Retail, Distribution and Consumer Research, Vol. 11, April, pp. 97-122.
116. Jacoby, J. and Kyner, D. (1973), "Brand loyalty vs repeat purchasing behaviour" in Journal of Marketing Research, Vol. 10, February, pp. 1-9.
117. Jamal, A. and Naser, K. (2001), "Customer satisfaction and retail banking: an assessment of some of the key antecedents of customer satisfaction in retail banking" in International Journal of Bank Marketing, Vol. 20, No. 4, pp. 146-60.
118. Kaplan, R. and Norton, D. (1992), "The balanced scorecard - measures that drive performance" in Harvard Business Review, Vol. 70, January/February, pp. 71-9.
119. Keller, K. (1993), "Conceptualizing, measuring and managing customer-based equity" in Journal of Marketing, Vol. 57, January, pp. 1-22.
120. Lloyd, S. (2004), "The driving force" in BRW, Vol. 1-7, July, pp. 62-4.
121. Mendonca, L. and McCallum, G. (1995), "Battling for the wallet" in The McKinsey Quarterly, Vol. 2, pp. 76-92.
122. Minneapolis, M., Maignan, I. and Ferrel, O. (2004), "Corporate social responsibility and marketing: an integrative framework" in Journal of the Academy of Marketing Science, Vol. 32, No. 1, pp. 3-19.
123. Odin, Y., Odin, N. and Florence, P. (2001), "Conceptual and operational aspects of brand loyalty: an empirical investigation" in Journal of Business Research, Vol. 53, No. 2, pp. 75-84.
124. Shaun, P. and Ennis, S. (2007), "Organisational marketing in the creative industries" in Qualitative Market Research: An International Journal, Vol. 10, No. 4, pp. 375-89.
125. Venkatraman, N. (1987), "The concept of fit in strategy research: towards verbal and statistical congruence" in Academy of Management Proceedings, pp. 51-5.
126. Venkatraman, N. and Grant, J. (1986), "Construct measurement in organizational strategy research: a critique and proposal" in The Academy of Management Review, Vol. 11, No. 1, pp. 71-88.