How to support consumer-brand relationships: The role of corporate culture and human resource policies and practices. Issue 2 (7th April 2015)

• Record Type: Journal Article
• Authors: Iglesias, Oriol; Saleem, Fathima Zahara
• Editors: Ming Lim, Dr Joana Cesar Machado and Dr Oriol Iglesias, Dr
• Is Part Of: Marketing intelligence & planning. Volume 33:Issue 2(2015)
• Page Start: 216
• Page End: 234
• Publication Date: 2015-04-07
• Subjects: Brand Management -- Consumer-brand relationships; 658.83
• DOI: 10.1108/MIP-10-2014-0196
• Languages: English
• ISSNs: 0263-4503

Abstract

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.