A New Perspective of Salesperson Motivation and Salesforce Outcomes: The Mediating Role of Salesperson-Brand Identification

Abstract

The purpose of this study is to develop and empirically test the mediating role of salesperson brand identification in the relationship between intrinsic and extrinsic motivational dispositions and three salesforce outcomes–sales performance, organizational commitment, and job satisfaction. We find salesperson brand identification mediates salesperson motivation’s impact on outcomes for extrinsically motivated salespeople. We combine motivational and social identification theories to provide a better understanding of the relationship between salesperson innate motivational dispositions and salesforce management outcomes. We provide additional insight as to how salesperson identification with the brand can boost performance, gain commitment, and increase job satisfaction among salespeople.