PUBLICATIONS &
RESEARCH ARTICLES

Research Article

When Brand Orientation generates Management Issues & 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 Article

Salesperson–Brand Relationship: Dimensions & Impact
Private brand retailing Context

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.

Business Article

Dilemma in Champagne : Innovate or conserve ?

Michaela Merk, Forbes.

Champagne is one of the most noble beverages and represents a true socio-economic barometer of a country. This market has been governed for many years by a few historical French Champagne houses, due to the strong regulations related to the production of this sparkling elixir. However, this market is gradually opening up to new entrants, offering similar drinks.
As a result, these historical houses are faced with a dilemma: to innovate or to keep its history, its traditions?

Discover how the Champagne houses are managing these issues that affect their reputation in France and abroad.

Business Article

The Magic of Luxury : 30 avenue Montaigne, it’s DIORissime!

Michaela Merk, Forbes.

After several months of work at its historic address, Dior reopened the temple of the house in March 2021. Discover the new Dior experience at 30 avenue Montaigne, gathering the textile collections, the museum and the restaurants in only 1 place.

Business Article

The Power of Relational Intelligence – Post-Covid Zoom

Michaela Merk, Forbes.

Discover how Relational Intelligence can transform team relationships and turn your colleagues into true brand ambassadors.
This article is based on more than 10 years of research and coaching in France and abroad with managers and business leaders.