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Keywords: Brand personality
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Journal Articles
Does salesperson-brand personality congruence impact perceived service quality of the salesperson? A study of small retailers in emerging markets
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Journal:
Strategy & Leadership
Strategy & Leadership (2025) 53 (3): 347–371.
Published: 27 March 2025
...Pankaj Rawal; Sushant Kumar Vishnoi; Smriti Mathur Purpose Based on the theoretical lenses of social identity theory (SIT), this research study analyses the dyadic relationship of congruence between salesperson and brand personality. By exploring the salesperson-brand personality congruence...
