Understanding the adoption of new brands through salespeople: a multilevel framework

Jan Wieske, Christian Homburg, Nick J. Lee

Research output: Contribution to journalArticlepeer-review


So far there has been scant empirical attention paid to the role of the sales force in the adoption of new brands in the early implementation stages. We test a framework of internal (sales manager and salespeople) brand adoption using an empirical multilevel study. Our findings suggest that the construct of expected customer demand (ECD) plays an important role in sales force brand adoption. First, ECD directly influences salespeople’s and sales managers’ brand adoption. Second, ECD serves as a cross-level moderator of new brand adoption transmission. We find the influence of sales managers’ brand adoption on salespeople’s brand adoption to be stronger when salespeople’s ECD is lower.
Original languageEnglish
Pages (from-to)278-291
Number of pages14
JournalJournal of the Academy of Marketing Science
Issue number2
Publication statusPublished - Jun 2008


  • brand adoption
  • expected customer demand
  • empirical
  • multilevel


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