|Publication type:||Conference other|
|Type of review:||Not specified|
|Title:||Evaluating trust based on impression formation in business encounters : how to facilitate ‘lovable stars’ in marketing|
Hari, Jürg J.
van der Veen, Robert
|Conference details:||EMAC Annual Conference 2020, Budapest, Hungary, 26 - 29 May 2020|
|Subjects:||Competence; Likeability; Marketing; Sales; Stereotype content model; Trust|
|Subject (DDC):||658.8: Marketing management|
|Abstract:||This doctoral study aims to analyse how the impression of a salesperson is perceived along warmth, competence dimension, and trust perceptions. The study builds on Wood, Boles, and Babin’s (2008) and Martin’s (2014) trust models as well as the stereotype content model (Cuddy, Fiske, & Glick, 2008; Cuddy, Glick, & Beninger, 2011; Fiske, Cuddy, & Glick, 2007; Fiske, Cuddy, Glick, & Xu, 2002). This study attempts to investigate which dimension is perceived as more relevant in customer contact. Further, this research aims to contribute to the knowledge of the theorisation of how trust based on impression formation can be enhanced or undermined in business encounters. With this research, recommendations to facilitate ‘Lovable Stars’ in the marketing and sales departments who can help to enhance trust based on impression formation in business encounters are developed. A trusted salesperson can be a massive asset for a company or brand.|
|Fulltext version:||Published version|
|License (according to publishing contract):||Licence according to publishing contract|
|Departement:||School of Management and Law|
|Organisational Unit:||Institute of Marketing Management (IMM)|
|Appears in collections:||Publikationen School of Management and Law|
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