Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Rawal, Pankaj; Vishnoi, Sushant Kumar; Mathur, Smriti Title A name given to the resource Does salesperson-brand personality congruence impact perceived service quality of the salesperson? A study of small retailers in emerging markets Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Strategy and Leadership;Volume;53;Issue;3;pp.347-371 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/SL-08-2024-0081" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/SL-08-2024-0081</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105002183267?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105002183267?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Rawal P., Department of Marketing, Institute of Management Studies Ghaziabad, Ghaziabad, India; Vishnoi S.K., Department of Marketing, Institute of Management Studies Ghaziabad, Ghaziabad, India; Mathur S., Christ University, Bangalore, India Description An account of the resource Purpose: Based on the theoretical lenses of social identity theory (SIT), this research study analyses the dyadic relationship of congruence between salesperson and brand personality. By exploring the salesperson-brand personality congruence, this study proposes to measure the impact of this congruence on the retailers perception of salespersons perceived service quality performance (SalesPerf). Design/methodology/approach: The study is structured around collecting data from small retailers through an offline survey. In this study, linear associations between the various elements of the theoretical model are determined using covariance-based Structural Equation Modeling (CB-SEM). Findings: The analysis of results suggest that a retailer's perception of the salesperson's brand personality congruence positively influences the salesperson's perceived service quality. However, the retailer's satisfaction with the brand does not moderate the relationship between the retailer's perception of the salesperson's brand personality congruence and the salesperson's perceived service quality. Originality/value: This research fills the void in contemporary research by adopting a novel strategy to examine the perception of retailers toward the dyadic relationship between salesperson-brand congruence (SBPC) and salesperson's perceived service quality (PSQ). The study further enriches the existing literature by measuring the moderating role of retailer's satisfaction with the brand (SAT) on the retailer's perception of the salesperson's brand congruence (SBPC) and salesperson's perceived service quality (PSQ). 2025, Emerald Publishing Limited. Subject The topic of the resource Brand personality; Congruence; Salesperson personality; Service quality; Social identity theory Publisher An entity responsible for making the resource available Emerald Publishing Relation A related resource ISSN: 10878572; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online