PUBLICATIONS & RESEARCH ARTICLES BY DR. MICHAELA MERK

Publication

Luxury Sales Force Management

Strategies for winning over your brand ambassadors by Michaela Merk

Research Articles

When brand orientation generates management issues and negative customer perception

Michaela Merk, Géraldine Michel, Journal of Business Research, 102 (2019) 339–352

While there is extensive literature on the positive impact of salesperson brand identification, we have little understanding of its negative effects in the luxury context where brand aura can generate deviant behavior. To investigate the negative consequences of salesperson brand identification in the luxury sector, we conducted qualitative studies, including observations and interviews with retail managers, salespeople and consumers.

Research Articles

Salesperson–brand relationship: Main dimensions and impact within the context of private brand retailing

Géraldine Michel, Michaela Merk & Sevgin Eroglu Journal of Personal Selling and Sales Management, 2015, 314-333

Private branding is considered one of the most effective and efficient influencers of retailers’ return on investment in their fiercely competitive industry. However, no study to date has examined these brands’ impact on salespeople’s motivation and commitment to their own employer. This study, based upon extensive qualitative and quantitative research, shows that salespeople’s relationships with their private brands can be influential in increasing their selling motivation and organizational commitment.