{"id":10293,"date":"2015-12-22T14:29:24","date_gmt":"2015-12-22T14:29:24","guid":{"rendered":"https:\/\/michaela-merk.com\/brand-relationship-luxury\/"},"modified":"2025-02-20T14:46:40","modified_gmt":"2025-02-20T14:46:40","slug":"brand-relationship-luxury","status":"publish","type":"post","link":"https:\/\/michaela-merk.com\/fr\/brand-relationship-luxury\/","title":{"rendered":"Relations entre vendeurs et marques priv\u00e9es : dimensions et impacts"},"content":{"rendered":"
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Relation entre le vendeur et la marque : Dimensions et impacts principaux<\/h2>\n

Contexte de la vente au d\u00e9tail de marques priv\u00e9es<\/em><\/h4>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n
G\u00c9RALDINE MICHEL, MICHAELA MERK & SEVGIN EROGLU JOURNAL OF PERSONAL SELLING AND SALES MANAGEMENT, 2015, 314-333<\/strong><\/h5>\n

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R\u00e9sum\u00e9<\/strong><\/h2>\n

La marque priv\u00e9e est consid\u00e9r\u00e9e comme l’un des facteurs les plus efficaces du retour sur investissement des d\u00e9taillants dans un secteur o\u00f9 la concurrence est f\u00e9roce. 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, qui s’appuie sur des recherches qualitatives et quantitatives approfondies, montre que les relations des vendeurs avec leurs marques de distributeur peuvent contribuer \u00e0 accro\u00eetre leur motivation pour la vente et leur engagement organisationnel.<\/p>\n

\u00c0 cette fin, notre \u00e9tude identifie tout d’abord les trois dimensions importantes de la relation vendeur-marque (l’affect, la confiance, la perception de la reconnaissance du client due \u00e0 la marque) et d\u00e9veloppe leurs mesures.<\/p>\n

En outre, les r\u00e9sultats montrent que les relations entre les vendeurs et la marque, qui existent entre les employ\u00e9s de premi\u00e8re ligne du commerce de d\u00e9tail et la marque priv\u00e9e des d\u00e9taillants, influencent fortement la motivation des vendeurs et l’engagement de l’entreprise, avec une influence mod\u00e9ratrice de la clart\u00e9 des r\u00f4les en ce qui concerne l’engagement de l’entreprise.\u00a0de la direction<\/a>\u00a0attentes de ses vendeurs.<\/p>\n

Lire l’article<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Relation entre le vendeur et la marque : Dimensions et impacts principaux Contexte de la vente au d\u00e9tail de marques priv\u00e9es G\u00c9RALDINE MICHEL, MICHAELA MERK & SEVGIN EROGLU JOURNAL OF PERSONAL SELLING AND SALES MANAGEMENT, 2015, 314-333 ______________________________________________________________________________________________________ R\u00e9sum\u00e9 La marque priv\u00e9e est consid\u00e9r\u00e9e comme l’un des facteurs les plus efficaces du retour sur investissement […]<\/p>\n","protected":false},"author":1,"featured_media":9623,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[49],"tags":[62,63],"class_list":["post-10293","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-fr","tag-brand-relationship-fr","tag-salespersons-fr"],"_links":{"self":[{"href":"https:\/\/michaela-merk.com\/fr\/wp-json\/wp\/v2\/posts\/10293","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/michaela-merk.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/michaela-merk.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/michaela-merk.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/michaela-merk.com\/fr\/wp-json\/wp\/v2\/comments?post=10293"}],"version-history":[{"count":2,"href":"https:\/\/michaela-merk.com\/fr\/wp-json\/wp\/v2\/posts\/10293\/revisions"}],"predecessor-version":[{"id":10295,"href":"https:\/\/michaela-merk.com\/fr\/wp-json\/wp\/v2\/posts\/10293\/revisions\/10295"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/michaela-merk.com\/fr\/wp-json\/wp\/v2\/media\/9623"}],"wp:attachment":[{"href":"https:\/\/michaela-merk.com\/fr\/wp-json\/wp\/v2\/media?parent=10293"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/michaela-merk.com\/fr\/wp-json\/wp\/v2\/categories?post=10293"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/michaela-merk.com\/fr\/wp-json\/wp\/v2\/tags?post=10293"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}