The Influence of Brand and Organizational Identification on Sales Employees' Responses to Rebranding: Implications for Sales Employees' Motivation and Performance

摘要

The present work addresses sales employees' responses to rebranding by first examining the effect of perceptions of rebranding degree (i.e., rebranding intensity) on challenge oriented motivation and sales performance downstream. We also explore two moderators that may interact with sales employees' perceived rebranding intensity, namely, brand and organizational identification.