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Exploring the link between human resource practices and turnover in multi-brand companies: The role of brand units’ images

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  • Slavich, Barbara
  • Cappetta, Rossella
  • Giangreco, Antonio

Abstract

Using exploratory qualitative research undertaken in a multi-brand fashion company, this article investigates the role that brand units’ images play in the link between human resources management (HRM) practices and employee internal and external turnover. Our results suggest that the existence of imbalanced and differently attractive brand units’ images might weaken or remove the effectiveness of corporate HRM practices in keeping internal and external turnover rates low. This because employees may be interested in transferring to the most appealing brand(s) or, if not possible to do so, leaving the company. This article contributes to the debate regarding the use of HRM practices in multi-brand companies, especially in industries where both the brand and the product have a highly-symbolic content. Based on our conclusions, we recommend that brand units with less prestigious images compensate for their lower attractiveness with specific brand unit HRM practices to attract and retain their employees. Theoretical and policy implications of the findings are discussed.

Suggested Citation

  • Slavich, Barbara & Cappetta, Rossella & Giangreco, Antonio, 2014. "Exploring the link between human resource practices and turnover in multi-brand companies: The role of brand units’ images," European Management Journal, Elsevier, vol. 32(2), pages 177-189.
    • Handle: RePEc:eee:eurman:v:32:y:2014:i:2:p:177-189
    DOI: 10.1016/j.emj.2013.06.001
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    Cited by:

    1. Michael Kozak, 2018. "Conceptualizing Employer Branding: Is the Whole More than the Sum of Its Parts? Case Study-Based Evidence from Thailand," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 4(5), pages 197-207.
    2. Liying Wei, 2016. "Examination and Evaluation of the Distinguishing Features of Human Resource Management in Europe: A Study Based on Certain German and British Companies," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(8), pages 176-176, July.
    3. Russell, Stephanie & Brannan, Matthew J., 2016. "“Getting the Right People on the Bus”: Recruitment, selection and integration for the branded organization," European Management Journal, Elsevier, vol. 34(2), pages 114-124.
    4. Chandra Sekhar & Manoj Patwardhan & Vishal Vyas, 2016. "A Study of HR Flexibility and Firm Performance: A Perspective from IT Industry," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 17(1), pages 57-75, March.
    5. Abílio Oliveira & Sérgio Moro & Pedro Torres, 2019. "Psychological Contract, Internal Branding and Employee Turnover in an IT Company," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 8, March.
    6. Stirpe, Luigi & Zárraga-Oberty, Celia, 2017. "Are High-Performance Work Systems always a valuable retention tool? The roles of workforce feminization and flexible work arrangements," European Management Journal, Elsevier, vol. 35(1), pages 128-136.

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