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

机译：如何支持消费者与品牌的关系：企业文化和人力资源政策与实践的作用

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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.
机译：目的-本文的目的是确定有利于扩大消费者与品牌关系的详细的人力资源政策和实践。设计/方法论/方法-由于在此特定领域缺乏研究，因此本研究倾向于采用探索性和解释性方法。数据来自53次深度访谈，涵盖了酒店业的三个案例研究。调查结果-这项研究的主要贡献是对人力资源管理（HRM）政策和实践的识别和描述，这些政策和实践有助于发展消费者与品牌的关系。本研究认为关键的六项政策和实践是：招聘，晋升，培训，沟通，评估和薪酬。原创性/价值-这是第一项确定和描述可促进消费者品牌关系发展的HRM政策和实践的研究。

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