{"id":2440,"date":"2020-09-23T22:44:08","date_gmt":"2020-09-23T22:44:08","guid":{"rendered":"http:\/\/merk-vision.com\/?p=2440"},"modified":"2022-06-07T15:55:22","modified_gmt":"2022-06-07T15:55:22","slug":"relation-vendeur-marque","status":"publish","type":"post","link":"https:\/\/merk-vision.com\/fr\/relation-vendeur-marque\/","title":{"rendered":"Relation Vendeur-Marque : Dimensions & Impact"},"content":{"rendered":"[vc_row type=\u00a0\u00bbin_container\u00a0\u00bb full_screen_row_position=\u00a0\u00bbmiddle\u00a0\u00bb column_margin=\u00a0\u00bbdefault\u00a0\u00bb scene_position=\u00a0\u00bbcenter\u00a0\u00bb text_color=\u00a0\u00bbdark\u00a0\u00bb text_align=\u00a0\u00bbleft\u00a0\u00bb overlay_strength=\u00a0\u00bb0.3″ shape_divider_position=\u00a0\u00bbbottom\u00a0\u00bb bg_image_animation=\u00a0\u00bbnone\u00a0\u00bb][vc_column column_padding=\u00a0\u00bbno-extra-padding\u00a0\u00bb column_padding_position=\u00a0\u00bball\u00a0\u00bb background_color_opacity=\u00a0\u00bb1″ background_hover_color_opacity=\u00a0\u00bb1″ column_link_target=\u00a0\u00bb_self\u00a0\u00bb column_shadow=\u00a0\u00bbnone\u00a0\u00bb column_border_radius=\u00a0\u00bbnone\u00a0\u00bb width=\u00a0\u00bb1\/1″ tablet_width_inherit=\u00a0\u00bbdefault\u00a0\u00bb tablet_text_alignment=\u00a0\u00bbdefault\u00a0\u00bb phone_text_alignment=\u00a0\u00bbdefault\u00a0\u00bb overlay_strength=\u00a0\u00bb0.3″ column_border_width=\u00a0\u00bbnone\u00a0\u00bb column_border_style=\u00a0\u00bbsolid\u00a0\u00bb bg_image_animation=\u00a0\u00bbnone\u00a0\u00bb]
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Relation Vendeur-Marque: Dimensions & Impact<\/h3>\n

Contexte de Vente au D\u00e9tail de Marque Priv\u00e9e<\/em><\/h4>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n
G\u00e9raldine Michel, Michaela Merk & Sevgin Eroglu Journal of Personal Selling and Sales Management, 2015, 314-333<\/strong><\/h5>\n <\/div>
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Abstrait<\/strong><\/h3>\n

La marque priv\u00e9e est consid\u00e9r\u00e9e comme l’un des influenceurs les plus efficaces et puissant du retour sur investissement des d\u00e9taillants dans leur secteur extr\u00eamement concurrentiel. Cependant, aucune \u00e9tude \u00e0 ce jour n’a examin\u00e9 l’impact de ces marques sur la motivation et l’engagement des vendeurs envers leur propre employeur.<\/p>\n

Cette \u00e9tude, bas\u00e9e sur des recherches qualitatives et quantitatives approfondies, montre que les relations des vendeurs avec leurs marques priv\u00e9es peuvent influencer l’augmentation de leur motivation de vente et de leur engagement au sein de leur entreprise.<\/p>\n

Cette \u00e9tude identifie d’abord les trois dimensions importantes de la relation vendeur-marque (affect, confiance, reconnaissance per\u00e7ue du client en raison de la marque) et d\u00e9veloppe leurs mesures.<\/p>\n

Par ailleurs, les r\u00e9sultats montrent que les relations entre les vendeurs et la marque, qui existent entre les employ\u00e9s sur le terrain et la marque priv\u00e9e des d\u00e9taillants, influencent fortement la motivation des ventes et l’engagement ferme avec une influence mod\u00e9ratrice de la clart\u00e9 des r\u00f4les concernant les attentes de la direction envers ses vendeurs.<\/p>\n[\/vc_column_text][divider line_type=\u00a0\u00bbNo Line\u00a0\u00bb custom_height=\u00a0\u00bb20px\u00a0\u00bb][nectar_btn size=\u00a0\u00bblarge\u00a0\u00bb open_new_tab=\u00a0\u00bbtrue\u00a0\u00bb button_style=\u00a0\u00bbsee-through\u00a0\u00bb button_color_2=\u00a0\u00bbextra-color-gradient-1″ color_override=\u00a0\u00bb#ba1627″ icon_family=\u00a0\u00bbnone\u00a0\u00bb url=\u00a0\u00bbhttp:\/\/www.tandfonline.com\/doi\/full\/10.1080\/08853134.2015.1110937″ text=\u00a0\u00bbLire l’article\u00a0\u00bb][divider line_type=\u00a0\u00bbNo Line\u00a0\u00bb custom_height=\u00a0\u00bb40px\u00a0\u00bb][vc_column_text]

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