The moderating effect of feminist identity on transformational leadership and sales performance relationship

The purpose of this article is to evaluate the moderating effect of perceived feminist identity of women sales managers on transformational leadership and sales performance relationships. A web-based questionnaire was used and 140 women managers replied. Three main scales were used for analysis: Transformational leadership scale developed by Podsakoff et al (1990); sales performance scale derived from Behrman and Perreault (1982) and Sujan et al. (1994) and finally, the synthesis (S) stage of the feminist identity composite scale designed by Fischer et al. (2000). Two main hypotheses were tested by moderated regression. The main findings of the paper were that perceived feminist identity at the S stage has a moderating effect on the relationship between transformational leadership and sales performance and transformational leadership has a positive effect on sales performance as expected. This article will enhance sales management literature from a feminist perspective.