The effect of corporate brand image and brand trust on personal salespersons' management of failure and sales performance in banking services

This study aims to examine the effects of corporate brand image and brand trust on personal salespeople's ability to manage feelings of failure and their sales performance in banking services. This study examined how personal salespeople in the banking sector perceive their organization's brand image and brand trust, as well as the role of these perceptions in influencing their ability to manage feelings of failure and their sales performance. The research population consisted of personal salespeople working at a private bank in Turkey. A complete count sampling technique was employed. Data collection was conducted using a survey method, and scales were used to measure personal salespeople's perceptions of brand image, brand trust, managing feelings of failure, and sales performance. Data were collected from 144 personal salespeople working at the bank. The data obtained were analyzed using SPSS and AMOS programs. The study found that corporate brand image has a positive influence on brand trust, but it does not significantly impact personal salespeople's ability to manage feelings of failure and their sales performance. Brand trust, on the other hand, was found to have a significant positive effect on both personal salespeople's ability to manage feelings of failure and their sales performance. In contrast, it was found that personal salespeople's management of feelings of failure does not have a significant impact on their sales performance. These research results demonstrate that brand-based factors are important not only for buyers but also for bank personnel. Consequently, this research highlights the importance of people-centered management approaches in the banking sector and demonstrates the contribution of brandbased internal motivational processes to sales performance.