Linking cause-related marketing to sales force responses and performance in a direct selling context |
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| Authors: | Brian V Larson Karen E Flaherty Alex R Zablah Tom J Brown Joshua L Wiener |
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| Institution: | (1) School of Business Administration, Widener University, Chester, PA 19013, USA;(2) William S. Spears School of Business, Oklahoma State University, Stillwater, OK 74078, USA |
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| Abstract: | The influence of a firm’s cause-related marketing efforts on sales representative attitudes and behavioral performance is
investigated. Results from a field study indicate that the influence of a representative’s construed customer attitude toward
the cause campaign on selling behavioral performance is mediated through cognitive identification and selling confidence.
Further, the influence of construed customer attitude toward the campaign on selling confidence is moderated by cognitive
identification such that the effects are stronger for salespeople with lower levels of identification with the company. The
authors discuss the implications of the research and offer directions for further research.
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| Keywords: | Cause-related marketing efforts Selling confidence Customer attitude |
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