Evaluating Salesman’s Personality Attributes in B2B Branding Context: The Case of Mobile-Communication Company of Iran
Journal Title: International Journal of Academic Research in Business and Social Sciences - Year 2017, Vol 7, Issue 11
Abstract
This study aims to review B2B branding literature and investigate how to promote brand equity by salesman’s personality attributes in B2B domain. By providing this knowledge, salesman’s personality attributes for promoting of B2B brand equity can be evaluated for the case. In this regard three questions were designed: What is the concept of B2B branding? What personality attributes of the salesman are important in order to promote of B2B brand equity? In which attributes, MCI’s salesmen should concentrate in order to improvement? So, literature was reviewed in order to understand B2B branding concept and find a model of effective attributes of the salesman. Based on the model a quantitative study was conducted through sending a questionnaire to employees of some enterprise that are in business relationship with MCI. Importance-Performance Analysis (IPA) method shows MCI should concentrate on customer orientation and also arrangement skills of its salesmen. Although the concept of B2B brand equity and model of prerequisites for promoting it, is available in the literature, but there is no research related to evaluation a firm based on measuring desired performance in each prerequisite factor. In this study the performance of salesman’s personality factor has been evaluated for the case. It should be mentioned that extract patterns and clusters from the presented data in IPA model is an innovative method by the authors.
Authors and Affiliations
Hamidreza Radmanesh, Batoul Adelkhah
Keywords
Related Articles
- EP ID EP620492
- DOI 10.6007/IJARBSS/v7-i11/3450
- Views 67
- Downloads 0
Socio-Economic Impact of Program Perumahan Rakyat (PPR) Padang Hiliran, Terengganu, Malaysia
Residence or habitat is the most important necessities of life to the people living in a systematic and orderly. The Government with financial ability aims to provide affordable housing and other infrastructure to people...
Female Leadership Style: Evolving Paradox
Certainly there is plentiful evidence to demonstrate that female leaders are as, if not more, capable than their male counterparts. Reasons for this include their natural leadership style being collaborative and cooperat...
Teaching Cleanliness Theme Songs
Nowadays, there is a need to explore the knowledge and skills among primary school Musical Education Teachers to teach singing songs about hygiene. According to the National Education Philosophy and the Primary School St...
Hotel Website Quality Perceived Values and Behavioral Loyalty among Baby Boomers: A Conceptual Paper
Majority of the customers need to look over the information and make purchases using the hotel websites other online travel agencies. It is crucial for hotels to understand the factors that influence customers to use and...
Understanding Retirement Confidence: With Special Reference to India
The notion of retirement evokes a series of questions about financial security, joblessness and many alike. With increasing life expectancy, consumption oriented lifestyles and changing perception about the post retireme...