IDEAS home Printed from https://ideas.repec.org/a/aes/jetimm/v1y2017i1p210-215.html
   My bibliography  Save this article

The Brand Effect - Living the Brand in Negotiations

Author

Listed:
  • Anne Maria Stefani

    (Department of Marketing & Business Development, University of Hohenheim)

Abstract

Prior studies in marketing could confirm that the humanization of the brand through the sales person is beneficial for the brand perception by the customer during the selling process. While this research could indicate a positive effect through the behavior of the sales representative on the overall brand success, these studies have not considered negotiations as an intense and complex part of personal selling. The purpose of this dissertation project is to close this research gap and to generate insights into brand effects within negotiations. In order to examine this research question, the dissertation will include conceptual, quantitative and qualitative research approaches. Furthermore, different techniques (e.g. experiments, management interviews, surveys with professional negotiators and observations of real negotiation behavior) will be applied. By researching the humanization of the brand through the negotiator within a negotiation, marketing science will gain significant insights. By understanding the sales person as an identifier of the brand within a negotiation setting, the brand will be the outcome variable as well as the predictor of the brand specific negotiation behavior. In addition, this dissertation will be helpful for marketing practice, since it will lead to important implications for the brand management, the training of negotiation teams and the strategic decision-making within negotiations. Therefore, the objective of this dissertation is to prove that a negotiator, who is a true personification of the brand, will have an impact on the effectiveness and efficiency of a negotiation.

Suggested Citation

  • Anne Maria Stefani, 2017. "The Brand Effect - Living the Brand in Negotiations," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 210-215, October.
  • Handle: RePEc:aes:jetimm:v:1:y:2017:i:1:p:210-215
    as

    Download full text from publisher

    File URL: http://www.etimm.ase.ro/RePEc/aes/jetimm/2017/ETIMM_V01_2017_110.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kopelman, Shirli & Rosette, Ashleigh Shelby & Thompson, Leigh, 2006. "The three faces of Eve: Strategic displays of positive, negative, and neutral emotions in negotiations," Organizational Behavior and Human Decision Processes, Elsevier, vol. 99(1), pages 81-101, January.
    2. Ohnemus, Lars, 2009. "B2B branding: A financial burden for shareholders?," Business Horizons, Elsevier, vol. 52(2), pages 159-166.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sandy Jap & Diana C. Robertson & Ryan Hamilton, 2011. "The Dark Side of Rapport: Agent Misbehavior Face-to-Face and Online," Management Science, INFORMS, vol. 57(9), pages 1610-1622, January.
    2. van Laer, Tom & de Ruyter, Ko & Cox, David, 2013. "A Walk in Customers' Shoes: How Attentional Bias Modification Affects Ownership of Integrity-violating Social Media Posts," Journal of Interactive Marketing, Elsevier, vol. 27(1), pages 14-27.
    3. Brett, Jeanne & Thompson, Leigh, 2016. "Negotiation," Organizational Behavior and Human Decision Processes, Elsevier, vol. 136(C), pages 68-79.
    4. Rothman, Naomi B., 2011. "Steering sheep: How expressed emotional ambivalence elicits dominance in interdependent decision making contexts," Organizational Behavior and Human Decision Processes, Elsevier, vol. 116(1), pages 66-82, September.
    5. Jing Tian, 2018. "Impact of Buyers' Emotions on Perceived Behavioral Control," Business and Management Research, Business and Management Research, Sciedu Press, vol. 7(1), pages 42-50, March.
    6. Ashleigh Shelby Rosette & Shirli Kopelman & JeAnna Lanza Abbott, 2014. "Good Grief! Anxiety Sours the Economic Benefits of First Offers," Group Decision and Negotiation, Springer, vol. 23(3), pages 629-647, May.
    7. Xiaohua Su & Shengmei Liu & Shujun Zhang & Lingling Liu, 2020. "To Be Happy: A Case Study of Entrepreneurial Motivation and Entrepreneurial Process from the Perspective of Positive Psychology," Sustainability, MDPI, vol. 12(2), pages 1-27, January.
    8. Sriram Venkiteswaran & Rangaraja P. Sundarraj, 2021. "How Angry are You? Anger Intensity, Demand and Subjective Value in Multi-round Distributive Electronic Negotiation," Group Decision and Negotiation, Springer, vol. 30(1), pages 143-170, February.
    9. Jennifer D. Parlamis & Ingmar Geiger, 2015. "Mind the Medium: A Qualitative Analysis of Email Negotiation," Group Decision and Negotiation, Springer, vol. 24(2), pages 359-381, March.
    10. Michael J. Hine & Steven A. Murphy & Michael Weber & Gregory Kersten, 2009. "The Role of Emotion and Language in Dyadic E-negotiations," Group Decision and Negotiation, Springer, vol. 18(3), pages 193-211, May.
    11. Niels J. Pulles & Raymond P.A. Loohuis, 2020. "Managing Buyer‐Supplier Conflicts: The Effect of Buyer Openness And Directness On A Supplier's Willingness to Adapt," Journal of Supply Chain Management, Institute for Supply Management, vol. 56(4), pages 65-81, October.
    12. Harri T. Luomala & Rajesh Kumar & J. D. Singh & Matti Jaakkola, 2015. "When an Intercultural Business Negotiation Fails: Comparing the Emotions and Behavioural Tendencies of Individualistic and Collectivistic Negotiators," Group Decision and Negotiation, Springer, vol. 24(3), pages 537-561, May.
    13. Yossi Maaravi & Orly Idan & Guy Hochman, 2019. "And sympathy is what we need my friend—Polite requests improve negotiation results," PLOS ONE, Public Library of Science, vol. 14(3), pages 1-22, March.
    14. Kang, Polly & Schweitzer, Maurice E., 2022. "Emotional Deception in Negotiation," Organizational Behavior and Human Decision Processes, Elsevier, vol. 173(C).
    15. Debby Damen & Per Wijst & Marije Amelsvoort & Emiel Krahmer, 2020. "The Effect of Perspective-Taking on Trust and Understanding in Online and Face-to-Face Mediations," Group Decision and Negotiation, Springer, vol. 29(6), pages 1121-1156, December.
    16. Burson, Katherine A. & Faro, David & Rottenstreich, Yuval, 2010. "ABCs of principal-agent interactions: Accurate predictions, biased processes, and contrasts between working and delegating," Organizational Behavior and Human Decision Processes, Elsevier, vol. 113(1), pages 1-12, September.
    17. Guo, Wenqian & Lu, Wenxue & Gao, Xinran, 2022. "Exploring configurations of negotiating behaviors in business negotiations: A qualitative comparative analysis," Journal of Business Research, Elsevier, vol. 147(C), pages 435-448.
    18. Michele Griessmair & Johannes Gettinger, 2020. "Take the Right Turn: The Role of Social Signals and Action–Reaction Sequences in Enacting Turning Points in Negotiations," Group Decision and Negotiation, Springer, vol. 29(3), pages 425-459, June.
    19. Michele Griessmair & Sabine T. Koeszegi, 2009. "Exploring the Cognitive-Emotional Fugue in Electronic Negotiations," Group Decision and Negotiation, Springer, vol. 18(3), pages 213-234, May.
    20. Christoph Laubert & Jennifer Parlamis, 2019. "Are You Angry (Happy, Sad) or Aren’t You? Emotion Detection Difficulty in Email Negotiation," Group Decision and Negotiation, Springer, vol. 28(2), pages 377-413, April.

    More about this item

    Keywords

    negotiations; brand effects; brand strategy; brand personification; brand promise delivery.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aes:jetimm:v:1:y:2017:i:1:p:210-215. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lucian Onisor (email available below). General contact details of provider: https://edirc.repec.org/data/aseeero.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.