Linking brand Relationship between human resource management: The mediating effect of positioning and leadership management

Charawee Butbumrung; Ratsamee Ratana-Ubol; Kanokwan Kaewprasert; Yothin Sawangdee

doi:10.53730/ijhs.v6nS5.5232

Authors

Charawee Butbumrung
charawee.bu@ssru.ac.th
Suan Sunandha Rajabhat University, Thailand
Ratsamee Ratana-Ubol Suan Sunandha Rajabhat University, Thailand
Kanokwan Kaewprasert Suan Sunandha Rajabhat University, Thailand
Yothin Sawangdee Mahidol University, Thailand

Keywords:

brand performance, brand positioning, human resource management (HRM), leadership management, ltextile industry Thailand

Abstract

The current study examined the relationship between human resource management (HRM), brand positioning, leadership management and brand performance. This relationship is examined in relation to the textile industry of Thailand. The mediating role of brand positioning and leadership management is also considered between HRM and brand performance. To address this relationship, the current study collected data from textile companies of Thailand. The managerial employees working in textile companies were considered as the respondents. A questionnaire was designed by using previous studies and primary data is collected. Data analysis is managed by using statistical tool. It is found that; HRM has influential role to enhance brand performance. The implementation of HRM practices in textile companies can enhance brand performance through brand positioning. HRM has positive role to effect brand positioning which further lead to the brand performance. Additionally, HRM effect positively on leadership management which causes to increase brand performance. Finally, this study recommended the textile companies to promote HRM practices to enhance brand performance.

Downloads

Download data is not yet available.

References

Ariq, F., Muna, N., & Syumantra, R. F. (2022). ANALYSING SEGMENTING, TARGETING, AND POSITIONING TO FORMULATE GLOBAL MARKETING STRATEGY FOR ASAHAN’S OPAK CRACKERS. Journal Of Social Research, 1(2), 91-100.

Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.

Ben Youssef, K., Leicht, T., Pellicelli, M., & Kitchen, P. J. (2018). The importance of corporate social responsibility (CSR) for branding and business success in small and medium-sized enterprises (SME) in a business-to-distributor (B2D) context. Journal of Strategic Marketing, 26(8), 723-739.

Carlini, J., & Grace, D. (2021). The corporate social responsibility (CSR) internal branding model: Aligning employees’ CSR awareness, knowledge, and experience to deliver positive employee performance outcomes. Journal of Marketing Management, 37(7-8), 732-760.

Chakraborty, D., & Biswas, W. (2020). Going green with green HRM practices–A strategic initiative for reinvigorating performance optimization in companies. Prabandhan: Indian Journal of Management, 13(10-11), 8-26.

Chang, A., Chiang, H. H., & Han, T. S. (2012). A multilevel investigation of relationships among brand‐centered HRM, brand psychological ownership, brand citizenship behaviors, and customer satisfaction. European Journal of marketing.

Chiang, H.-H., Han, T.-S., & McConville, D. (2018). The attitudinal and behavioral impact of brand-centered human resource management: Employee and customer effects. International Journal of Contemporary Hospitality Management.

Fadilah, R., Afita, L., & Prinduri, S. A. (2021). Personal Branding and Teachers' Perspectives on Leadership of the Prophet The Role of Islamic Spirituality in the Management and Leadership Process (pp. 209-225): IGI Global.

Garza-Carranza, M. T. d. l., Guzmán-Soria, E., López-Lemus, J. A., & Atlatenco-Ibarra, Q. (2021). Work Engagement as Result of Leadership and Employer Branding: A Case of a Mexican Manufacturing Plant. Trends in Industrial Engineering Applications to Manufacturing Process, 311-333.

Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., & Thiele, K. O. (2017). Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods. Journal of the academy of marketing science, 45(5), 616-632.

Kirca, A. H., Randhawa, P., Talay, M. B., & Akdeniz, M. B. (2020). The interactive effects of product and brand portfolio strategies on brand performance: Longitudinal evidence from the US automotive industry. International Journal of Research in Marketing, 37(2), 421-439.

Kloutsiniotis, P. V., Mihail, D. M., Mylonas, N., & Pateli, A. (2022). Transformational Leadership, HRM practices and burnout during the COVID-19 pandemic: The role of personal stress, anxiety, and workplace loneliness. International Journal of Hospitality Management, 103177.

Küpper, D. M., Klein, K., & Völckner, F. (2021). Gamifying employer branding: An integrating framework and research propositions for a new HRM approach in the digitized economy. Human Resource Management Review, 31(1), 100686.

Lai, M. Y., Khoo-Lattimore, C., & Wang, Y. (2018). A perception gap investigation into food and cuisine image attributes for destination branding from the host perspective: The case of Australia. Tourism Management, 69, 579-595.

Lee, M.-H., Wang, C., Wu, T.-J., & Yen, M.-Y. (2021). Multilevel Linking Service Innovation, Service Sweethearting, and Brand Association: The Moderating Role of Sustainable Human Resource Management. Sage Open, 11(1), 2158244020985526.

Love, L. F., & Singh, P. (2011). Workplace branding: Leveraging human resources management practices for competitive advantage through “Best Employer” surveys. Journal of Business and Psychology, 26(2), 175-181.

Martinez, P. G. (2005). Paternalism as a positive form of leadership in the Latin American context: Leader benevolence, decision-making control and human resource management practices. Managing human resources in Latin America: An agenda for international leaders, 75-93.

Oubrich, M., Hakmaoui, A., Benhayoun, L., Söilen, K. S., & Abdulkader, B. (2021). Impacts of leadership style, organizational design and HRM practices on knowledge hiding: The indirect roles of organizational justice and competitive work environment. Journal of Business Research, 137, 488-499.

Salas‐Vallina, A., Alegre, J., & López‐Cabrales, Á. (2021). The challenge of increasing employees' well‐being and performance: How human resource management practices and engaging leadership work together toward reaching this goal. Human Resource Management, 60(3), 333-347.

SAWATENARAKUL, N., & ROOPSING, T. (2021). A business model of small and medium-sized enterprises: A case study of the textile and clothing industry in Thailand. The Journal of Asian Finance, Economics and Business, 8(7), 151-160.

Walton, D. M. (2020). Physiotherapists’ perspectives on the threats facing their profession in the areas of leadership, burnout, and branding: a pan-Canadian perspective from the Physio Moves Canada project, Part 3. Physiotherapy Canada, 72(1), 43-51.

WARA, H. U. (2022). EMPLOYEE-BASED BRAND EQUITY AND PERCEIVED CORPORATE REPUTATION OF SELECTED PRIVATE UNIVERSITIES IN SOUTHERN NIGERIA. COVENANT UNIVERSITY.