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Customer-based brand equity and human resource management image: do retail customers really care about HRM and the employer brand?

Customer-based brand equity and human resource management image: do retail customers really care... PurposeResearch into human resource management (HRM) in relation to branding has mostly dealt with how to attract and maintain employees through employer branding. The present study attempts to link HRM directly to marketing and branding aimed at customers as an altruistic dimension of the brand image and as something that applies to customers’ sociological needs. The aim is to investigate the relationship between an organization’s HRM image and its customer-based brand equity.Design/methodology/approachThe study is based on a survey of Swedish customers in two different retail categories¬: groceries and home decoration. FindingsThe results show that HRM image is distinct from a more traditional service image and that there is a significant relationship between favourable customer perceptions of an organization’s HRM and customers’ willingness to buy and pay a premium for products provided by the retail chain. This finding leads to the conclusion that HRM is not only relevant for employer branding, internal branding and operations management, but also plays a significant role in building customer-based brand equity. The results show that further integration of HRM and brand management is needed, both in theory and practice. Originality/valueThis study takes a holistic approach to marketing and is one of the first attempts to incorporate HRM and employer branding into the customer-based brand equity framework. Implications for future research, retailing and other businesses are discussed in the conclusion. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Customer-based brand equity and human resource management image: do retail customers really care about HRM and the employer brand?

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0309-0566
DOI
10.1108/EJM-02-2015-0094
Publisher site
See Article on Publisher Site

Abstract

PurposeResearch into human resource management (HRM) in relation to branding has mostly dealt with how to attract and maintain employees through employer branding. The present study attempts to link HRM directly to marketing and branding aimed at customers as an altruistic dimension of the brand image and as something that applies to customers’ sociological needs. The aim is to investigate the relationship between an organization’s HRM image and its customer-based brand equity.Design/methodology/approachThe study is based on a survey of Swedish customers in two different retail categories¬: groceries and home decoration. FindingsThe results show that HRM image is distinct from a more traditional service image and that there is a significant relationship between favourable customer perceptions of an organization’s HRM and customers’ willingness to buy and pay a premium for products provided by the retail chain. This finding leads to the conclusion that HRM is not only relevant for employer branding, internal branding and operations management, but also plays a significant role in building customer-based brand equity. The results show that further integration of HRM and brand management is needed, both in theory and practice. Originality/valueThis study takes a holistic approach to marketing and is one of the first attempts to incorporate HRM and employer branding into the customer-based brand equity framework. Implications for future research, retailing and other businesses are discussed in the conclusion.

Journal

European Journal of MarketingEmerald Publishing

Published: Jul 11, 2016

References