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ISSN : 2233-4165(Print)
ISSN : 2233-5382(Online)
Journal of Industrial Distribution & Business Vol.10 No.6 pp.7-17
DOI : http://dx.doi.org/10.13106/ijidb.2019.vol10.no6.7.

Effects of Advertising Campaign on the Salesperson’s Performance: Should a Multilevel Marketing Firm Advertise Its Brand to Customers?

Changjo YOO*,Yooncheong CHO**
* Professor, Dongguk University, Korea. E-mail: yoo@dongguk.edu
** Professor, Corresponding author, KDI School of Public Policy and Management, Korea. E-mail: ycho@kdischool.ac.kr
May 10, 2019. May 23, 2019. June 05, 2019.

Abstract

Purpose - The purpose of this study is to explore how advertising for multilevel marketing brands affect the salesperson’s activity including customer-salesperson interactivity, work attitude, and perceived and actual performance after the campaign.
Research Design, data, and methodology - This study collects experimental data, survey data, and actual sales data and applies statistical analyses such as factor analysis, t-tests, and a structural equation model.
Results - The results show that advertising campaign can enhance a salesperson’s selling activities and provide wide managerial implications to a multilevel marketing firm by filling the gaps for the field of advertising research.
Conclusions - Managerial implications include: i) multilevel marketing firms should consider advertising campaigns as a means of changing customer responses because advertising plays a significant role in increasing familiarity with, and knowledge of, attitudes toward the brand, which also helps salespeople interact with customers; ii) multilevel marketing firms should consider brand advertising as a means to support the sales activities of salespeople including sales effectiveness, work attitudes, and perceived performance, and iii) multilevel marketing firms should consider brand advertising as a means to enhance a salesperson’s pride and motivation for selling their brand, which will lead to improved sales performances.

JEL Classifications: M37, M12, L25, M31

초록


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