How To Sell A Luxury Brand From A Non-Luxury Store. Essays on Managing a Salesperson's Motivation Towards Selling Luxury Brands From A Non-Luxury Multi-Brand Store

Abstract : The domain of sales management research for luxury products is still nascent. With the persistent growth of luxury brands and ongoing optimistic projections for the future, it is imperative to take a step forward in this field and understand the triggers that enable luxury sales. The personal luxury goods industry operates via two routes to market – “retail” (directly controlled by luxury brand manufacturers) and “wholesale” (outside of luxury brand manufacturer’s control). A significant amount of sales happen via the “wholesale” route, in multi-brand stores where a mix of luxury brands co-exists with non-luxury brands. Drawing from a literature on cognitive dissonance and social identity theory, using multilevel methods, this dissertation raises the question of how to predict salespeople’s effort allocation towards a focal luxury brand in this multi-brand selling environment
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Moumita Das. How To Sell A Luxury Brand From A Non-Luxury Store. Essays on Managing a Salesperson's Motivation Towards Selling Luxury Brands From A Non-Luxury Multi-Brand Store. Business administration. HEC, 2014. English. ⟨NNT : 2014EHEC0012⟩. ⟨tel-01599029⟩

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