How to support consumer-brand relationships: The role of corporate culture and human resource policies and practices

O. Iglesias, Fathima Zahara Saleem

Research output: Indexed journal article Articlepeer-review

25 Citations (Scopus)

Abstract

Purpose – The purpose of this paper is to identify the detailed human resource policies and practices that favor the expansion of consumer-brand relationships. Design/methodology/approach – Due to the lack of studies in this specific field, this research leans toward adopting an exploratory and interpretative methodology. The data stems from 53 in-depth interviews spanning three case studies in the hotel industry. Findings – The main contribution of this research is the identification and description of the human resource management (HRM) policies and practices which enable the development of consumer-brand relationships. The six policies and practices which this research considers key are: recruitment, promotion, training, communication, evaluation and compensation. Originality/value – This is the first research that identifies and describes the HRM policies and practices which enable the development of consumer-brand relationships.

Original languageEnglish
Pages (from-to)216-234
Number of pages19
JournalMarketing Intelligence and Planning
Volume33
Issue number2
DOIs
Publication statusPublished - 7 Apr 2015

Keywords

  • Brand Management
  • Consumer-brand relationships

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