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

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.

Citation

Iglesias, O. and Saleem, F.Z. (2015), "How to support consumer-brand relationships: The role of corporate culture and human resource policies and practices", Marketing Intelligence & Planning, Vol. 33 No. 2, pp. 216-234. https://doi.org/10.1108/MIP-10-2014-0196